Abstract
Understanding differences among consumers across varying cultures is of great importance to the success of international retailers. Ignoring the influence of culture and centralized marketing has led to a decline in profits for some international companies. Studying the culture of Middle East countries, particularly the Gulf Cooperation Council Countries (GCCC), Saudi Arabia, United Arab Emirates, Kuwait, Bahrain, Qatar, and Oman, is essential before marketing in these countries. Additionally, the GCCC is one of the top 10 luxury markets in the world. Hofstede model of national culture is crucial for GCCC due to the fact culture norms regarding dress and appearance are nationally adopted. A sample of 170 participants from the GCCC was collected using an online questionnaire of 45 items measuring national culture dimensions and need for uniqueness when shopping for luxury goods. It was found that power distance in all GCCC countries was a significant predictor of having a need for uniqueness, as well as indulgence. Power distance had a positive relationship with the need for uniqueness while indulgence had a negative relationship with the need for uniqueness. For other dimensions, findings indicated that long term vs short term orientation, masculinity, uncertainty avoidance, and individualism were not significant predictors leading to uniqueness. Additionally, the important construct for uniqueness among GCCC consumers is unpopular choice followed by avoiding similarity. Creative choice is less important among the three constructs of uniqueness for GCCC participants.
Highlights
Understanding differences among consumers across varying cultures is important for the success of international retailers
A sample of 170 participants from the Gulf Cooperation Council Countries (GCCC) was collected using an online questionnaire of 45 items measuring national culture dimensions and need for uniqueness when shopping for luxury goods
Findings indicated that long term vs short term orientation, masculinity, uncertainty avoidance, and individualism were not significant predictors leading to uniqueness
Summary
Understanding differences among consumers across varying cultures is important for the success of international retailers. According to Euromonitor (2017) the best performing luxury products in the country encompass several apparel categories including luxury leather goods, jewelry and timepieces, super premium beauty and personal care, designer apparel and footwear (ready-to-wear) and luxury accessories This is driven by the consumer demand in the region of high quality and brand names goods (Euromonitor, 2017). Retailers target these six countries of GCCC more than others in the same region as a consequence of the fast growing economy striving quickly towards high levels of wealth and modern life after discovering oil These six countries with an average per capita GDP of more than $70 thousand are an attractive market to apparel retailers (Amadeo, 2016).
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