Purchasing Behaviour in Multi-Ethnic Society, Computer Brand Preferences.

Abstract

This research is one of a series of research attempting to examine multi-ethnic consumer’s attitude in ethnically diverse societies. This research also attempt to determine factors that influence consumer preference of computing products in a multi-ethnic society such as the United Arab Emirates (UAE). The objectives of this study is to determine the influence of multi-ethnicity on attitudes toward consumer brands, and to compare attitudes toward purchasing decisions by various ethnicities and factors influencing intention of purchase. Significance of the study lays in the tremendous need by suppliers and venders to determine the nature of demand and consumer preference in particular products, which will allow marketing managers and suppliers an insight into a strategic market segment in highly multi- ethnic society. Findings of this study reveals that consumer in high ethnically divers society such as the UAE tends to emphasize the importance of quality, looks, performance and international warranty and strong brand image. This study also finds that consumer brands of laptop markets in the UAE consist of highly knowledgeable consumer base. Word-of-mouth, family and friends were the most determinants factors influencing the buying decision in consumer brands of computing machines in the UAE.