HINDRANCE OF FEMINIZATION IN RETAIL BUSINESS: A CASE OF ALREFAIE COMPANY

Abstract

The study aimed to investigate reason behind high resistance of female to work in sales field. Ministry of Commerce had decided in women’s stores that provide women specific products included perfumes, cosmetics, clothes and children-care product throughout the kingdom. This decision had created challenges and problems to Al Refaie company in hiring women who often had no background in sales and lack of work experiences. The company found some difficulty in hiring women to work on shops as sales staff or cashiers due to many reasons. The study was conducted by using questionnaire to understand the women working influence and Saudi culture impact in retail business. , the result also indicated there was certain factors which lead women reluctantly agreed to have sales job. First factor is masculine society which men had more power than women. The second factor was culture did not fit with women in Saudi culture. Third factor was mixed environment as 40 respondents had agreed and strongly agreed that worked in mixed environment did not fit with Islamic rules.