Impact of Emerging Trends and Socio-Cultural Shifts on Modern Saudi Arabian Consumer Behavior

This research examined the influence of social and cultural variables on shopping habits among Saudi Arabia's young, tech-savvy consumers—key drivers of the country's socio-economic transformation. Conducting a convenient survey among 212 individuals, factors such as trust, price sensitivity, social influences, convenience, and customer satisfaction were explored. Research findings reveal that trust in product authenticity and payment security significantly shapes purchasing decisions. Price concerns are paramount, with consumers prioritizing fair pricing and promotions. Socio-religious values, brand, and media influences are present, but their impact is relatively minor; they are overshadowed by trust and pricing concerns. Correlation analysis depicts strong positive relationships between trend awareness and factors including recognition of counterfeit brands (0.475), belief in extravagant consumption (0.452), and price sensitivity (0.439). Regression analysis shows that these predictors explain approximately 41.6% of the variation in trend awareness, with counterfeit brand awareness notably impacting consumer behavior (coefficient: 0.1983, p-value: 0.003). These insights weigh the necessity of ensuring product authenticity, competitive pricing, and high-quality customer service. Businesses can apply these findings by adapting marketing strategies that resonate with consumer preferences, such as promoting genuine products and offering flexible pricing options. Furthermore, this study aligns with the objectives of Saudi Vision 2030, advocating for an innovative and customer-centric marketplace that supports economic growth.