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Volume :13 Issue : 50 1987      Add To Cart                                                                    Download

THE COMPETITIVE SITUATION OF LOCAL AND IMPORTED FOOD PRODUCTS IN THE SAUDI MARKET: A FIELD STUDY

Auther : By: Dr. Saad Sadek Beheini and Dr. Farouk A. Radwan

          The aim of this study is to identify the competitive situation of both local and imported food products in the Saudi market by recognizing the accepted degree of Saudi consumer and utilizing it in re-planning the marketing policies to improve the situation of the local products.

           The data were collected by administering a questionnaire to 400 Saudi adult consumers selected from three main towns in the Eastern Region.  The data were processed by using I.B.M. computer other statistical tools were also employed.

           The study included four parts:

          The first part deals with the acceptability of the Saudi consumer of purchasing both local and imported food products, the main result of this part shows that the Saudi consumer prefers local products due to their freshness, remarkable taste and their processing according to Islamic rules.

           The second part is a comparative study, which shows various degrees of preference between home-made products and imported ones.  It shows that the most preferable home-made products and the dairy products, bakeries, treated water and beverages, especially for their high quality and their freshness.

           Statistical analysis reveals no correlation between the preference levels of local and imported food products (with the exception of beverages) and there is no significant difference between the preference levels of local and imported cheese, butter, juices and canned fruits.  Local oil and fat products, chocolates and confectionaries are preferable to imported goods.  The Saudi consumer also prefers fresh meat and vegetables to preserved and canned ones.

           The third part is concerned with the factors, which affect the acceptability of purchasing food products.  The statistical analysis shows that the age of the consumer rather than his income or educational level is the most important factor, which affects his behaviour or inclination.

           Various recommendations are presented in the fourth part.  Among these is the need of further investigation in marketing problems as well as the priority of setting up national food industries.

           The conclusions generally show that:

1.     The Saudi consumer prefers imported products to local ones.

2.     Except for those products, which are not locally produced the most preferable goods are those easily perishable.

3.     The age of the consumer is the most important factor affecting his behavior.

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