The Advent of Western-Style Shopping Centres and Changes in Saudi Women's Purchasing Behaviour

This chapter sets out to investigate: (a) the extent to which Western-style shopping centres affected women's culture and (b) the reasons for family members to imitate relatives and subsequently purchase unaffordable apparel in Riyadh. In order to address these research questions, in-depth interviews were conducted with Saudi women shoppers at Western-style shopping centres. Results show that the main reasons for visiting Western-style shopping centres were the expensive brand images, improving social position within the society, liberalisation of women's culture, and to portray themselves as open-minded individuals. Moreover, the study also shows that Saudi women are highly influenced by the new Western-style shopping environment as evidenced by their desire to imitate relatives who shop at Western-style shopping centres and their desire to improve their perceived social position. Notably, they also depict a 'must have' attitude toward current fashion and keeping on top of the latest fashion trends.