Consumer buying behaviour: the roles of price, motivation, perceived culture importance, and religious orientation

Abstract

Consumer Behaviour issues have become more heterogeneous because of cultural differences. This phenomenon makes it progressively important to understand factors impacting it. As such, this study examined the determinants of consumer buying Behaviour among Saudis and expatriates living in Riyadh; this study discovered the role of price, motivation, perceived culture importance and religious orientation toward consumer buying Behaviour. The study utilises survey questionnaire for data collection from car agencies in Saudi Arabia. The data is analysed using Partial Least Squares (PLS-SEM) technique to test the hypotheses of the study. The empirical findings confirmed the direct relationship between price, motivation, perceived culture importance and consumer buying Behaviour. Besides, price and perceived culture importance were found significantly related to religious orientation. However, contrary to the hypotheses, it is found that the mediating role of religious orientation in the relationship between price, motivation, perceived culture importance and consumer buying Behaviour is not supported. The result is discussed in the context of addressing consumer buying Behaviour in Saudi Arabia.

DOI: https://doi.org/10.24052/JBRMR/V12IS04/ART-18