AbstractsBusiness Management & Administration

The role of cosmopolitanism on perceptions of authenticity of perfumes and consumer behaviour : an investigation in Saudi Arabia

by Ghada Ahmed ALdrees

Institution: Victoria University
Department: College of Business
Year: 2015
Keywords: 1505 Marketing; College of Business
Record ID: 1043782
Full text PDF: http://vuir.vu.edu.au/26138/


Consumer demand for perfumes in Saudi Arabia is strong but with the demand increasingly focused on perfumes imported from Western countries rather than on traditional perfumes made in Saudi Arabia. There is, however, little information to understand why Saudi Arabian consumers appear to prefer Western perfumes. It may be because Saudi Arabian consumers are being increasingly exposed to, and have interactions with, other cultures both in Saudi Arabia and overseas. As such, they may be more cosmopolitan in their attitudes and consumption, and their perception of what is authentic is changing.