The confidence of Saudi Consumers in the credibility of seasonal sales Literature review - 1

The confidence of Saudi Consumers in the credibility of seasonal sales of international brands - Literature review Example Current paper focuses on the examination of the perceptions of Saudi consumers on international brands. Particular emphasis is given on the confidence of Saudi Consumers in the credibility of seasonal sales of international clothing brands. The literature published in regard to this subject is critically analyzed aiming to identify the views of Saudi consumers on the seasonal sales developed by the international brands. The performance of international brands in the Saudi market is examined; due to the lack of adequate material on the views of Saudi consumers on seasonal sales, an effort has been made to cover the relevant gap by analyzing the criteria on which the choice of consumers on international brands is based. The strategies used by marketers for increasing the trust of consumers to various products/ services are also analyzed. Furthermore, the international brands of firms operating in the clothing industry in Saudi Arabia are presented. It is proved that the marketing strat egies used in Saudi Arabia for the promotion of these brands have certain characteristics; moreover, it is made clear that the marketing policies used in Saudi Arabia for the promotion of these brands are quite effective. Significant prospects exist for further growth of the firms operating in the particular sector of the Saudi market. 2. ... On the other hand, Fink (2000) notes that in each market, the level of retail sales can be a credible indicator regarding the consumer confidence in the particular market (Fink 2000). It is not explained though whether there are specific marketing strategies that can increase the consumer confidence, which in turn will lead to the increase of retail sales. Referring specifically to the fashion sector, Hirschbichler (2011) notes that the sector’s managers are likely to use two strategies in order to improve the performance of their stores, i.e. increase the numbers of their customers: a) the Quick Response Strategy, a strategy focusing in the establishment of an effective supply chain; it is explained that the above method is particularly valuable in practice, as proved through the case of Zara; by adopting the above strategy the specific firm managed to reduce the time required for responding to the orders of its customers, and its performance has been significantly increased. The above strategy would be also used by retailers in Saudi Arabia, as a tool for increasing the confidence of their customers in the product/ services involved; b) ‘Collaborative planning, forecasting and replenishment’ (Hirschbichler 2011, p.6), meaning the cooperation with other members of the team for increasing the effectiveness of the strategies including in a particular marketing plan (Hirschbichler 2011, p.6). Between the two strategies proposed above, the study of Hirschbichler the second one is considered as more effective, covering an important area of the market. Another aspect of consumer confidence is presented in the study of Jacobson et al (2001); in the above study, it is made clear that the most effective way for increasing