Young Syrian consumer styles: implications for international marketers

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

Young Syrian consumer styles: implications for international marketers

Reem Ramadan

Damascus University

Introduction

Global marketing companies regard the world as one market, where market segments are defined according to several factors that span countries and regions (Hofstede 1999). However, according to De Mooij (2000, p. 105), ‘there is no evidence of convergence of people’s value systems’. Global economic power may be shifting away from the industrialised markets to the emerging markets in the developing world (Cateora & Graham 2005). The Middle East is considered a large region with a total area of 13,333,296 km and more than 357 million inhabitants (League of Arab States n.d.). Global foreign direct investment (FDI) inflows to the Arab world increased and reached their peak in 2008, and were estimated to have reached US$66.2 billion in 2010 (UNCTAD n.d.). Nevertheless, there is a paucity of empirical research on Arab consumer decision-making styles.