International Marketing - Importance of Country of Origin for Saudi Arabian Consumer

Case study

Running Head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the student
Name of the University
Author’s Note

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Table of Contents
Answer to question 4..................................................................................................................3
Importance of country of origin for Saudi Arabian consumer...............................................3
Attitudes towards Danish products........................................................................................3
Attitudes towards New Zealand products..............................................................................4
References..................................................................................................................................6

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Answer to question 4
Importance of country of origin for Saudi Arabian consumer
Country of origin of a product affects the view point of the consumer and was started
to examine from the year 1965. Country of origin analyses the perception of people towards
different products on the basis of where they are produced. In Islamic culture country of
origin plays an important role in determining the perception of the consumers towards a
product. A survey was conducted in which perception of 922 Saudi consumers were obtained
and it was found that the consumers preferred products from countries like Japan, United
States of America and European Union more than countries like China and India. It was
found that the Saudi Arabian people considered country of origin to be an important factor. It
was also observed that the people of Saudi Arabia preferred product more from the developed
country. It was simply because of the perception of the people that made them feel that
products from developed countries are of better quality (Abdelkader, 2015). Often it was
found that people were showing emotional attachment connected to a particular country or
area, which also included some personal experiences toward a country, through gestural
responsibilities and reactions.
Attitudes towards Danish products
By the year 2005, low profile Arla food was once a major player in the Middle East
mainly in the Arab market for cheese, butter and cream. Then appeared Danish cartoons,
which drastically changed the perception of Saudi people towards Danish products. Danish
products were removed and boycotted from all the supermarkets and stores of Saudi Arabia.
This affect was not because of the Saudi government but because of the religious
conservatism that was developed in the people of the country (Abosag & Farah, 2014). Their
perceptions towards Danish products were not because of the quality of the product or the

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company’s goodwill but because of the country where it originated from. Danish government
posted an article in their newspaper against Islamic religion which offended the people
sentiments and made them boycott their brand irrespective of how good or capable the brand
was.
Attitudes towards New Zealand products
Saudi Arabian people were found satisfied with the products that originated from
developed countries and New Zealand was one of these country. They perceived the products
produced in New Zealand to be costlier and of better quality. Consumers in Saudi were more
concerned about the quality of the product rather than the price and according to them
developed countries produced high quality products that were way more satisfactory than
similar cheap products produced in developing countries like India and China (Alsharief &
Al-Saadi, 2017).
Figure showing: Positioning of New Zealand
Made products compared to other major importing countries in Saudi Arabia

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New Zealand products were rated at par with other developed countries’ products in terms of
fit and workmanship. However, when compared to Australia, New Zealand products were
often perceived to be less fashionable to the people in the country. The overall perception of
Saudi Arabian Consumers received for New Zealand products was positively biased.

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References
Abdelkader, O. A. (2015). Influences of Country-Of-Origin on Perceived Quality & Value
According to Saudi Consumers of Vehicles. International Journal of Marketing
Studies, 7(1), 93-105.
Abosag, I., & Farah, M. F. (2014). The influence of religiously motivated consumer boycotts
on brand image, loyalty and product judgment. European Journal of Marketing002E
Alsharief, R. Y., & Al-Saadi, F. (2017). An empirical examination of Saudi consumers
attitudes towards online shopping. International Journal of Online Marketing
(IJOM), 7(2), 57-80.