STUDYING THE PSYCHOLOGY OF BOTH GENDERS ON PURCHASING LUXURY APPAREL IN SAUDI ARABIA

Abstract

With the time passing the "luxury" concept has been spreading the globe and consumers are heavily hiding toward its products and services. The purpose of this study is to examine the impact of genders on brand persuasion and brand value of luxury brands. This study will help luxury brands managers in Saudi Arabia to understand the purchasing behaviour of both genders by studying their psychological behaviours. An online survey with dedicated questionnaire is designed for deeper analysis and understandings of the consumer's behaviours and consumptions toward luxury apparel products. The data were collected from 228 respondents between male and female from Saudi Arabia. The results indicated the major differences in the purchasing behaviour for both gender and the theoretical analysis about the perception of the value of the Saudi consumers were discussed.