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The Impact Of Globalization On Consumerity In Saudi Arabia

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2.3.1 Global brand situation in Saudi Arabia
The issue of global brand presence in Saudi Arabia was reviewed by Assad (2007). The research established that both local and global factors had a crucial role to play in consumerism in Saudi Arabia. Some of the issues that have promoted the growth of the lifestyle of Western consumerism in the country include proliferation of the shopping centre, urbanization, and manipulative advertising. This is an indicator of the existence of a strong relationship between the market in Saudi Arabia and global presence in the state. It was also established that these issues have a bigger impact on the younger than the older generation. In general, global brands are more preferred than the local brands in the country.
A similar study that established findings by Assad (2007) was conducted by Opoku (2012). The aim of Opoku’s (2012) study was to evaluate the impact of peer pressure on university students in the county. He established that most young students bought items based on the existing culture. This has been influenced by the presence of global brands in the country. Peer pressure makes most buyers turn to global products and ignore their domestic brands. This turns out to be an unexpected impact of globalization on consumer behaviour in Saudi Arabia.
Al-Ghamdi, Sohail and Al-Khaldi (2007) conducted a study in which they measured the level of satisfaction among consumers in Saudi Arabia. Their findings indicated that there was a high rate

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