COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Luxury in the Middle East: Consumption or Hedonistic? Motives of Millennial Generation Consumers in the GCC Countries: A Case Study of opening a new Abercrombie and Fitch store in Red Sea Mall, Jeddah
Creator:
Alabbasi, Fayzah
Subject:
Thesis (M.F.A.) -- Luxury and Fashion Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Fashion Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
"Millennial Generation is the highest in population and buying power in the Gulf Cooperation Council (GCC) countries, in a way that industries cannot ignore them. This study is interesting in the field of consumer behavior in relation to Millennials Generation, luxury market and international brand perception within GCC region. This research aims to discuss the theoretical approach of luxury goods consumption and shed light on practical implications of the Franchisee Business model effect on the customer buying motive. This issue is examined by looking at a case study that stresses the qualitative characteristics and focuses on the Triangulation method objectives as a direction guide, by following the Triangulation method objectives as a direction guide. literature studies are critically analyzed which direct the data interpretation. The next step was to collect primary survey data, then a market research. The analyzed research buying decisions and preferences results demonstrate that Saudi Millennials’ consumer behavior is often embedded with Hedonic motivation due to their life experiences, research, and knowledge of brands. Another Part of the research results reveals that Saudi Millennials’ consumers like to spoil themselves by caring to much about the product quality and buying more expensive products. Finally, as a part of case study, the Millennials brand knowledge and perception is tested by looking at the new Abercrombie and Fitch store opened in red sea mall."
Abstract:
Keywords: Middle East, Saudi Arabia, millennials, customer behavior, case study, hedonism, consumption, luxury, Saudi 2030 vision
Publisher:
Savannah, Georgia : Savannah College of Art and Design (Atlanta)
Date:
2018-05
Format:
PDF : 233 pages, color illustrations, charts