Analysis of cultural values of young Saudi citizens towards segmentation of commercial advertisements
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Author(s)Sania KhanLink to ORCID Index: https://orcid.org/0000-0003-3072-8310
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DOIhttp://dx.doi.org/10.21511/im.17(2).2021.02
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Article InfoVolume 17 2021, Issue #2, pp. 9-17
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Creative Commons Attribution 4.0 International License
Advertisement, being one of the most effective marketing tools, induces customers to purchase their products and encourages them to behave in a certain way. This study focused on the relationship between demographic and cultural values of young Saudi Arabians. Primary data was collected from a total of 284 respondents from the Riyadh region using an online survey. The survey questionnaire was adopted from previous relevant studies and modified according to the objectives of the understudy by considering the cultural values apparent to Saudi citizens. The corresponding sub-items were also designed on a 5-point Likert scale. Based on the theoretical aspects presented in the literature, the hypotheses were formulated to find the substantial contributions of the sample data. The correlation using SPSS revealed that gender and marital status had no relation to the segmentation of advertisements, whereas other vital cultural factors such as religion, language, manners and customs, social institutions, aesthetics, and traditions demonstrated a strong linkage with segmenting firms’ advertisements. The study revealed important implications for international product advertisers and market communicators. It also provided several directions for future researchers.
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JEL Classification (Paper profile tab)M31, M37, M39
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References32
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Tables3
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Figures1
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- Figure 1. Theoretical framework of cultural values in advertisement segmentation
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- Table 1. Demographic profile of respondents
- Table 2. Cultural values of customers towards ads
- Table 3. Correlation matrix of demographics, cultural values and advertisement segmentation
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