Determinants of Purchase Intention in Saudi Arabia: A Moderating Role of Gender
Abdullah M. Alhidari *
Department of Marketing, King Saud University, P.O.Box 2454, Riyadh 11451, Saudi Arabia
Soad A. Almeshal
Department of Marketing, King Saud University, P.O.Box 2454, Riyadh 11451, Saudi Arabia
*Author to whom correspondence should be addressed.
Abstract
Saudis live segregated life between male and female in all forms which might affect their decision making and purchase intention. Understanding the difference between male and female regarding their purchase intention and behavior is growing. Accordingly, this paper outlines three main factors that may affect male and female purchase intention (perceived value - packaging- trust). The main focus was on perceived value, packaging, and trust which are important elements in the current study relationships. Data was collected using an online self-administered survey from consumers in the food industry sector. Structural Equation Modeling (SEM) was used to test the hypotheses. Results of this study indicate that perceived value and trust are positively associated with purchase intention, but not product packaging. More than that, the results indicates no significant effect of gender, which means male and female in Saudi perceived food products the same which does not affect their purchase intention. These findings have important implications for managers in the areas of the food industry and branding. Managers should focus on customers' perceived value and gain their trust to enhance purchase intention.
Keywords: Product packaging, trust, perceived value, gender, purchase intention