SUCCESS IN FAMILY-OWNED BUSINESS WITH BUILDING STRONG-BRANDING IDENTITY IN SAUDI ARABIA FOR CONSUMER PERSPECTIVE

Abstract

The study purpose was to clarify customer’s perception importance toward family branding identity. The questionnaire had been distributed among 85 consumers in Jeddah, Saudi Arabia. The quantitative data to collect the information that needed for this study. An online questionnaire was conducted and submit to random locals from 75 people and 100 people in Jeddah, Saudi Arabia who were aware of business family band identity. The questionnaire used was quantitative data which distributed questions to the mass and collected back and calculated in statistics. The population was targeted was customers that were Saudi nationality, female and males, all age ranges and shoppers. The result proved that most consumers believed family business identity brand was not a factor for successful business. the result was helped many family businesses to adapt consumer’s perception whether to continue with their branding strategy or find need to alter business name. The brand name made huge effect to the consumers with new generations coming, people are shifting their communism behavior to more individualistic.