The effect of marketing programmes on buying behaviours of Libyan consumers

It has been suggested that marketers must understand cultural differences in order to develop their marketing programmes across borders. Conversely, it is also argued that defined groups, in different countries, can be targeted in a similar way. These two perspectives raised the question that ‘to which extent should marketing programmes be standardised across the world’. The issues of Standardisation versus Adaptation in global marketing have received substantial attention from researchers over the past three decades. Opinions have varied, and the debate continues, lively, today. This has stressed the importance of cross-countries marketing programme research for practical and academic alike. This research sets out to investigate how suppliers of global companies presently interpret the need for adaptation in an emergent and increasingly relevant market (Libya) and how Libyan consumers react to their decisions through identify the influence of foreign marketing programmes on their buying behaviour. Also, to determine how Libyan consumers are influenced by marketing programmes according to individual characteristics to build a model for their buying behaviour.

Name dc:type.qualificationname

phd

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

Nottingham Trent University

Year dc:date.issued

2011

Author dc:creator

• Busnaina, IAA

Language dc:language

en