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Luxury Products: The Curious Purchase Behaviour of Gulf Women

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  • Philippe Mouillot

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

In the Gulf region, atypical purchasing behaviours can be observed from women who buy luxury products. In order to identify those behaviours, a 707-subject research was conducted among Bahraini, Saudi, Kuwaiti, and Qatari ladies. The results show that the latter follow learning-affectivehedonistic tendencies at the same time, feel no post-purchase cognitive dissonance, behave as low-incomers despite their social position, and seek advice like amateurs do, but to get reassurance on the social impact of their choices rather than on the quality of items. As a conclusion, the article proposes a series of advertising advices to luxury brands when targeting Gulf women, and raises the question of the motivation leading Gulf women to differentiate from a group that is culturally homogeneous to enter a group that is socially homogeneous.

Suggested Citation

  • Philippe Mouillot, 2013. "Luxury Products: The Curious Purchase Behaviour of Gulf Women," Post-Print hal-04035754, HAL.
    • Handle: RePEc:hal:journl:hal-04035754
    Note: View the original document on HAL open archive server: https://hal.science/hal-04035754
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    File URL: https://hal.science/hal-04035754/document
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    References listed on IDEAS

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    1. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," HEC Research Papers Series 736, HEC Paris.
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