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Abstract
The technological advancement significantly improved the marketing of the products and
services. The worldwide internet facility has helped the business organisation to be connected
with the stakeholders especially the customers behaviour monitoring is much easier these
days through different social networking media. There are some people ho are able to keep
connection with the outside world for religious or cultural issue. The organisations are able to
attract those customers too through the social media marketing sites of the internet. In this
report the influence of the consumer marketing behaviour of the females of the Saudi Arabia
has be illustrated.

Table of Contents
Abstract......................................................................................................................................2
Chapter 1: Introduction:.............................................................................................................4
1.1: Background of the Research:..........................................................................................6
1.3: Research Aim and Objectives:........................................................................................6
1.3.1 Research Objectives:.....................................................................................................7
1.4 Research Rationale...........................................................................................................7
1.5 Research Structure............................................................................................................7
1.6 Research Question:...........................................................................................................8
1.7 Research limitations:........................................................................................................8
2. Literature Review...................................................................................................................9
2.1. Introduction.........................................................................................................................9
2.2. Social Media........................................................................................................................9
2.2.1. Definition......................................................................................................................9
2.2.2. Social Media growth...................................................................................................10
2.2.3. Benefits of Social Media on Consumer habits...........................................................11
2.3. Social Media and Shopping..............................................................................................12
2.4. Marketing..........................................................................................................................13
2.4.1. Marketing Mix............................................................................................................13
2.4.2. Social Media Marketing.............................................................................................14
2.4.2.1 Importance of Social Media Marketing....................................................................15
2.5. Consumer Behaviour.........................................................................................................15
2.5.1. Background of Saudi Arabia......................................................................................16
2.5.2. Shopping habits of Saudi customers...........................................................................16
2.5.3. Factors affecting Saudi Shopping Habits...................................................................16
2.6. Instagram...........................................................................................................................17

2.6.1 Aspects of Instagram marketing in Saudi Arab.......................................................17

2.6.2 Important factors that enhance the activities of social media sites in marketing
scenario of Saudi Arab......................................................................................................18
2.6.3 Theories associated with the research:.....................................................................18
2.6.4 Attitudes of the consumers in framing the purchase decisions:...............................19
2.7 Research Hypothesis:.....................................................................................................20
2.8 Summery of the Study:...................................................................................................21
Chapter 3: Research Methodology:..........................................................................................21
3.1: Introduction:..................................................................................................................21
3.2: Purpose of the research:................................................................................................22
3.3: Research approach:........................................................................................................22
3.4: Research Philosophy:...................................................................................................23
3.5: Research Design:...........................................................................................................24
3.6: Data Collection approaches:..........................................................................................24
3.6.1: Primary data:...........................................................................................................25
3.6.2: Secondary data:.......................................................................................................25
3.6.3: Sampling techniques:..............................................................................................26
3.7: Data analysis and presentation:.....................................................................................26
3.8: Questionnaire:...............................................................................................................27
3.8.1: Pilot study...............................................................................................................27
3.9 Research Ethics..............................................................................................................27
3.10: Research limitation:.....................................................................................................28
3.11 Summary of the chapter................................................................................................29
Chapter 4: Data Analysis..........................................................................................................29
4.1 Introduction....................................................................................................................29
4.2 Frequency Table.............................................................................................................30
4.3 Descriptive Statistics......................................................................................................34

4.4 Cross Tabulation.............................................................................................................36

4.4 Correlations....................................................................................................................57
4.5 Regression Analysis........................................................................................................62
4.6 ANOVA Analysis............................................................................................................63
Chapter 5: Findings and Analysis............................................................................................63
5.1 Findings regarding Age Variable....................................................................................63
5.2 Findings Regarding Income variable..............................................................................64
5.3 Analysis of the Findings through variables....................................................................65
References................................................................................................................................66
Appendix..................................................................................................................................69

Chapter 1: Introduction:
There are different people around the world who are not able to communicate with the rest of
the world for certain reason. For example the cultural background of the Saudi Arabia
prohibits their women from different social work. The communication with the outside world
is too much restricted for them. Although they belong to an important part of the society they
were not treated as important consumer for that reason. The internet facility has improved the
communication of different people around the world. The women of Saudi Arabia are also
able to communicate through the internet. They can shop online without physically going to
the stores or supermarket. So now a days different social media marketing organisations
have targeted them as a customer. Proper security is maintained so that any activity of the
online shopping does not affect their dignity. Instagram plays a significant role on this
perspective. According to Blythe (2008) the traditional marketing is not dying- Its dead.
Hence the online shopping and communication through Instagram not only will be helpful for
some special community. It is equally important for the other consumers around the world.
The amelioration of science and technology has changed the perspectives of the people that
create the essence of globalizations in various aspects. It create a step change in the aspects of
marketing and business that get energized by the emergence of Web 2.0 which change the
history of commerce of the globe. It is by the evolutions of the technologies that the social
media sites showcases its importance in the markets and transform the outlooks of the world
in a new dimension. This particular technological evolution over the last decade drastically
revolutionized the concept of traditional marketing which brings a new era for the customers.
In this new marketing era, the revolutionized aspects of social media have transformed the
relationship between the marketers and the retailers, the channels of distribution, along with
their consumers. In this informations age the consumers opt to look for all sorts of
informations of the products and services along with the content of if before availing it. It is
by the effective use of the social media sites that the consumers can analyze each and every
aspect of the products and the services and the companies are also able to describe the content
of the materials. It is by this type of immense development of the social media sites that
consumers are able to locate their desired products and avail it properly.
Social media usage has increased significantly in recent years. The most commonly used
social media sites today are Facebook, Twitter, MySpace, YouTube and Instagram (Hughes,

2012). All these social media sites have large numbers of users who login on a regular basis
to interact and exchange information in the forms of short messages, long messages,
photographs, articles, opinions, videos and audio clips and interact (OReilly, 2014). All the
networking sits are not equally good for the shopping purpose. Again the completely
separated shopping site from the social network communication is also not so much effective
to attract new customers. All of features displayed in the advertisement of a social networking
site create a deep impact on the minds of the people that reflects in their marketing activities.
In the present situations women use to analyze several aspects of the products and services.
They use to analyze the feedbacks of the previous consumers regarding the products, witness
the articles of the experienced professionals regarding the product to understand their
overviews. Apart from that gathers the pictures of the product to determine the features that
are associated with it. The development of the social media sites has contributed immensely
to satisfy the needs of the consumers in these aspects.
According to the views of (Zarrella, 2010) during the last few years, the use of internet has
been significantly increased which has also increased the electronic transactions all over the
world. Statistics show that as of January 2014, 19% of online adults use Twitter, 71% of
online adults use Facebook, 17% use Instagram and 22% use LinkedIn (OReilly, 2014). User
numbers for these social media sites are also increasing every day, which provides an
opportunity for modern companies to use these sites to increase awareness of their products
and services (Paridon and Carraher, 2009). The statistics clearly portrays that the consumers
are aware the products they are going to avail for which social media plays an important role.
For this particular reason the retailers of the company are looking to make use of the social
media sites to reach to its consumers eliminating the geographical boundaries. The retailers
are advertising their products along with their offers by the help of the social network sites
that enhance the band image of the company. Wide ranges of products and services along
with the variables that are associated with it are portrayed that increase the competitive edge
of the company. Apart from that an important consideration is marketing on Instagram which
can become an important part of the overall marketing strategy of organisations, and will help
the firm to enhance its overall business performance (Zarrella, 2010). There are almost 271
million monthly active users of Twitter all over the world and more than there are more than
100 million Instagram users (Instagram, 2014).

The use of the social media sites has transformed the concept of purchase behaviours of the
people. It is by the use of the social media sites that they can choose their desired product
from various ranges of products. It is by the help of digital marketing that they can enjoy the
treat of marketing from their homes as the products are delivered by the company. By the
views of Junko (2011), the customers nowadays are no longer bound to the opening and
closing hours of the shops and they can buy the products and services at any time according
to their convenience with the help of internet. There are several discounts and hampers that
can be gathered by them that enhance the experience of shopping. The consumers by the up
gradations of the social networking sites can also analyze the contents and the features of the
product from which they can practice smart buying tactics that fits their pocket.
It is analyzed by the views of several researchers in executing the research that consumer
buying behaviour can be influenced by using different techniques. The most important tool to
mould the behaviour of the consumer in the favour of the business is the advertisement tool.
It creates the awareness in the consumers mind and enables them to take a better decision for
purchasing the particular product. By the overviews of (Zarrella, 2010) it can be determined
that the uses of social media in several aspects reduce the time and cost of customer for the
company and it is by using those techniques that high consumer value can be created by the
company.
According to the analysis of Zarella (2010) it can be portrayed that social media also
enhances businesss capability to target mass audience at once and communicate the
marketing message to individuals living in the remotest areas of the world, which could not
be tapped otherwise with the help of conventional marketing mediums. The research will
portray the impacts that can be created by the social networking sites like Instagram in
formulating the marketing behaviour of the people in Saudi Arab.
1.1: Background of the Research:
Women are the prime targets of the companies as they are principle buyers of products for
their family and themselves. So to enhance sales and growth the company need to attract the
minds of these primary consumers by the help of the social media sites such that their
products can be actively promoted in the market place (Zarrella, 2010).It is analyzed that in
the country Saudi Arabia, people engage themselves deeply in the social networking sites by
the help of which they gets connected with various types of people along with that analyze
the latest trends of the market. For these particular reasons the higher authorities use to

portray their products and services through those pages by the help of which the attraction
can be gathered. A detailed survey depicts that 21% of women are connected everyday
through Face books, 13% through Instagram, 19% through Twitter and 16 percentages
through Linked In. As per the study of Courtney (2013) showcase that 74 percent of adults in
Saudi Arabia use the social networks and as per the percentage of female and male it is
observed that 72 percent of men use the social media while the percentage for women is 76
percent. So it is evident that the use of social media sites is more common in women as
compare to men. So, in the present research study it is analyzed that to what extent the buying
behavior of Saudi female is influenced by the use of Instagram.It is by the effective use of the
Instagram that detailed pictures of the products and services can be pictured that earn the
attentions of the consumers. The women in this country use to buy several cosmetics, clothes
and food products from the local and the international market for which using the social
media is immensely important. For this particular reason the company and the retailer need to
update their products and portrays it by the help of the social networking sites to attract the
consumers.
For this particular reason the retailers of the company need to utilize a social media
marketing portal, brands that revolutionise their ways in which they conduct their business
practices. More investments can be made in infrastructure, quality and outlook of products by
cutting down on investments in marketing and promotional activities. It is possible because
social media advertising has proven to be a relatively cheap and far-reaching marketing
medium.
Analyzing all the aspects it can be said that the developments of the social media site has
created an opportunity for the companies to portray their competencies to the consumers.
Developing the social media usage more accurately will create an impact of the company
over the minds of the consumer that will reflect in their buying behaviour.
1.3: Research Aim and Objectives:
Research aim and objectives defines the key parameters that are being analyzed by the
executions of the research. The main aim of this research is to investigate the impact of using
Instagram on Saudi womens shopping habits.

1.3.1 Research Objectives:

The prime objective of the research is to analyze the impedance that is created by the social
networking site Instagram over the buying behaviour of the women in Sadie Arabia.
To study the importance of the social media strategies to influence behaviors of the
consumers.
To study the effective policies to gather the attractions of the consumers.
To determine the impact of Instagram on the shopping behaviour of Saudi females.

1.4 Research Rationale

The rationale behind the selections of this particular topic is to identify the impacts and
influence of the developed social media sites in the marketing behaviour of the consumers.
The research investigates the impact of Saudi womens use of Instagram on their shopping
habits. Saudi Arabia is often considered a conservative country, partly because women are not
allowed to go out and visit shops. It is by the help of the research that the importance of
Instagram can be analyzed over the online shopping habits of Saudi women, and an
informative study for businesses can be witnessed (Scott and Scott, 2011).
1.5 Research Structure
It is important for the researcher to maintain or sketch an accurate structure of the research
that portrays the approaches of the researcher from the initial days of the project. It is by
formulating the plan step by step that information can be gathered and quality of the research
can be maintained (Zarrella, 2010). The research structure that needs to be followed for this
particular research can be showcased as follows;

1.6 Research Question:

Research question is important aspects of the research that portray the main cause of the
research. The main question in this particular context can be formulated as;
What is the impact of the Instagram in influencing the consumer behavior in the aspects of
marketing?

2. Literature Review

2.1. Introduction
According to Sibtain (2013) the Saudi Women has different problems to communicate with
the outside world directly. The cultural and religious indulgence is the main factor that forces
they stay apart from the social communication. Zubair (2012) said that the dignity of the
Saudi women should not be violated to improve the marketing performance of the different
organisation who is trying to penetrate the market of Saudi Arabia. A moderate and sensitive

strategy is required to be implemented so that they can also join with the recent online
shopping trend without being harassed maintaining their desired dignity faith and culture.
In this current chapter, the researchers are focussing on analysing the empirical evidences
which are related to online marketing and the impact of social media on marketing. Social
media puts a great impact on the consumer shopping habits. Thus this analysis is being made
by the scholars and researchers in order to understand how social media can affect the
marketing habits of the consumers. This in turn helps the business firm to improve and give
its best results.

2.2. Social Media

Social media is such a platform or may be appropriately called as a business tool which is
used to combine the technology and social interaction with the use of words, pictures,
advertisements, attractive presentation, etc. These are actually low-cost tools that are used. In
other words it can be said that, the business nowadays uses social media as an effective tool
to promote their business and its products. Social media or Internet can be operated mainly
via mobiles. The improvement of the internet technology and social media communication
has made the world a global village forming a virtual world as opined by Cohen (2006)
2.2.1. Definition
In the year 2010, Kaplan and Haenlein stated that Social Media is a group of Internet based
applications that are build on the ideological and technological foundations of Web 2.0. This
allows creation and exchange of user generated content. Marketing on social media has
facilitated and enhanced communication between the consumers and the seller which makes
it much easier for the consumers to know about the various products with suitable
information. However, the social media is not only about communicating, it also helps the
development of the marketing strategies for the marketers.
Social media is like a strategy to enhance or expand their business so that they can reach
more customers. There are various differences of opinions regarding the definition of social
media and its impact on business. Safko, 2012 stated that another definition of social media
defines it as activities carried out by individuals, group of individuals or business entities to
share their common activities, behaviours, pieces of information, knowledge work and
influence opinions by debating, making it a universal media. Social media is a beneficial
technology for individuals and businesses as it allows the businesses to advertise their

products convey the messages and get the feedback from a large number of customers at a
single point in time. This strategy of marketers provides them with the opportunity to cater
with the needs of their customers more closely and more perfectly, as the feedback of the
customers enables any business to survive in the market.
2.2.2. Social Media growth
Over the years, Internet has become an integral part of our lives. By the beliefs of Crawford,
2011, the use of Internet has increased to an unimaginable height. This also increased the
electronic transactions all over the world. In accordance with Cohen (2006) the invention of
internet and increasing importance of electronic commerce has also changed the way people
shop. According to Cohen (2006) the customers nowadays are no longer bound to the
opening and closing hours of the shops and they can buy the products and services at any
time according to their convenience with the help of internet. Keeping in consideration the
increasing trend of online purchasing, the companies are required to develop the critical
understanding of the consumer behaviour in terms of Internet.
Research of Monsuwe and Ruyter in the year 2004 shows that the shopping habits in case of
online environment is quite different from that in the traditional environment. Therefore, as
stated by Paridon and Carraher in 2009, it is essential for the firms to have a good
understanding of the attitude toward shopping habits which is also helpful in formulating and
implementing effective marketing strategies in order to target the customers. There are many
researchers who believe that it is essential for the modern world companies to formulate and
implement online marketing strategies to target the customers due to the rapid increase in
online banking. These strategies help the companies to build up a favourable impact on the
shopping habits of the consumers. This means that the customers can show a positive attitude
towards buying the products and services of a particular organization. This results in
improving the sales and hence increases the revenues of the companies as stated by Almaghrabi and Dennis, 2010.
2.2.3. Benefits of Social Media on Consumer habits
It is analysed that traditional marketing mediums are costly and less efficient as compared to
the lower cost and higher efficiency of social media marketing (Cohen, 2006). Moreover, it
has become quite easier for not only the large corporations but also small and medium size
business to promote their products with the help of social media and accordingly increase
sales. Moreover, the companies all over the world do not only find social media as beneficial

for marketing purposes but they also fetch content which they think might be useful for other
users and share it on their social media profiles. However, in Saudi Arabia the companies are
reluctant towards the use of the social media as the advertising source and they are still
focused towards the electronic and paper media sources for promoting their products
(Richter, 2002).
There are several benefits on using social media for marketing purpose:
Increases the number of customers:
Every business should know its customers in order to improve the market conditions and also
to increase the number of customers. Social media made it much easier. The businesses are
able to promote their products and the name of the company by providing advertisements
regarding the products and also the company itself. Social networking sites allow the
businesses to know about their customers and their needs. Providing detailed information
regarding the product on social media helps the customers to purchase the product. Hence the
number of customers increases.
Improves Customer Service:
Social media makes it easier for both the customers and the businesses to know about each
other. Customers always prefer buying goods from that company which can provide them
with all the necessary information and can answer all the questions required to convince them
to buy that product. Facebook, Twitter and even Instagram are playing a very important role
in the online shopping of the consumers.
Content easily distributed:
Earlier, the product distributors faced huge problems in reaching its customers in the shortest
possible time. But now with the increase of social media and social networking sites,
customers can reach the business with the click of a button. Social media helps the business
to think of what they have to offer to the customers and how to increase the sales.
Saves Money:
Social media helps to save money of the consumers. It is an effective way for a business to
get their brands in front of the potential customers. Facebook, Twitter, Instagram are used to
promote their products to the customers with no extra outside cost.

Researchers have also encouraged businesses and individuals to use social media as a
powerful marketing medium by stating that it allows (Richter, 2002).

Fetching interactive marketing content

Increasing the traffic on the website or the social media portal
Developing a strong between the business and the consumers
Reducing the cost of marketing the products
Engaging users into communication process with the business

Social media marketing and the promotional strategy implementations are the cheapest form
of the marketing processes (Richter, 2002). The trend of sudden reduction of the traditional
marketing techniques is also the result of the fund optimisation strategy of the different
organisations around the world. The online marketing is also the fastest form of marketing
and most flexible too Varadarajan stated in 2010.

2.3. Social Media and Shopping

Social media is widely used for the purpose of shopping. In this regard different marketing
strategies have been developed by the marketers to use the social media for the purpose of
promoting and delivering the high value to the customers (Zimmerman, and Ng, 2013). The
definition of social media as stated by Mangold and Faulds in the year 2009 is a digital tool
for promoting the products information and their users. In a nut shell, social media allows
businesses and individuals to promote their websites, products and services through
numerous social media channels such as Facebook, YouTube, Instagram or twitter
(Zimmerman, and Ng, 2013). Social media enhances the capability of the business to target
mass audience immediately and communicates the marketing message to the customers to
improve shopping habits. Social media allows the customers to fulfil their needs and desires
and their preferred method of using a product or service.
The customers very well know about the market information of the products or services from
the social media and can get in touch with the respective companies. On the other hand, the
researchers have pointed out that the individuals and the business of modern times are not
much familiar with the traditional marketing mediums. Social media marketing has
eliminated this hurdle by allowing the businesses and individuals to target those audiences
who share common interests and thoughts and are looking for a product which is custom
made for them. In this manner, the business also receives feedback from the audiences
regarding their products and services offered. It is therefore clear that social media has a huge

impact on the customers and the marketers not only market their products but also collect all
kinds of information possible about the consumers and their varying needs.

2.4. Marketing
Marketing refers to the management process which the companies adapt for the exchange of
goods and services between the shopkeepers and the consumers over monetary value. In other
words, marketing means the selling of goods and services to the consumers by the company
at an agreed value. It is actually the means of establishing good and long-term relationship
with the customers by interacting with them in well manners (Zimmerman, and Ng,
2013). Marketing in social media is indeed an effective way to gain the positive attention of
the customers.
2.4.1. Marketing Mix
Marketing process mainly works on certain effective and important principles. These
principles are collectively called as Marketing Mix. There are 4Ps which are the marketing
mix of a company.
According to several scholars companys real physical entity is the product that is produced
by them through the production unit in order to satisfy the needs of the consumers.
According to the views of Hart (2008), the products of the companies need to be promoted
properly among the people to provide proper information to the customers. It is the effective
use of the social media that the informations can be spread more and more rapidly and
accurately by that enriches the minds of the customer with proper knowledge regarding the
product. It is by the help of such informations that the customers get familiar with the
product that increase the proximity of buying it.
The pricing strategy of the company is one of the crucial aspects that enhance its brand image
in the market. The actual price of the product and the price of the after sales service create the
actual price of the product by providing which the value of the company increases in the
market. According to the views of the eminent scholars and researchers the price of the
product need to be effective and logical to the efficiency of the product that increase the value
of it. It is by the help of the social media that the prices and its abilities can be discussed
properly among the consumers.

In order to enhance the sales volume of the product it is important that the company and its
services gets more and more viable to the consumers for which placing the outlets in the
proper place is important. It is by the proper use of the social media that the consumers can
be aware regarding the places where the company is offering their products. The consumers
by the use of the media can witness the products and the services the company is offering
without visiting those places that saves times.
It is important that the company produce quality products but it is also important that they
promote it accurately. It is by the help of effective promotions that the consumers can be
made aware of the product and services. Accurate informations can be passed to the
consumers and apart from that the products and services can be portrayed in front of the
consumers in real times. It is by the help of social media marketing that the varieties of
product can be displayed among the consumers properly.
2.4.2. Social Media Marketing
Social media marketing can be simply defined as the most important business tool which is
broadly used by the businesses today to promote their products on a large scale. According to
Mangold and Faulds (2009), social media marketing is the process to allow the businesses to
socialize with its targeted audiences and promote their market products to attract the attention
of the customers by posting catalogues, discount deals and detailed product information.
Consumer buying behaviour is the combination of the sum total of the attitude of the
consumer towards purchasing a product. After recognizing the need consumer search out for
the information related to that particular product so that the best quality product can be
purchased (Solomon et.al, 2009).
2.4.2.1 Importance of Social Media Marketing
Several studies show the importance and benefits of online marketing for organisations. Boyd
(2007) shows that online marketing results in improved organisational outcomes and helps
firms to cater to greater numbers of customers. The most-discussed benefit of online
marketing is that it positively influences consumer behaviour and results in improved sales
for the companys products and services (Smith and Rupp, 2003). In the present world, the
organizations use Instagram, Facebook, Twitter and many other social networking sites to
promote their companys name and their products. This is the most effective way to gain the
attention of the customers and they manage their online marketing activities. In the words of
Brandau, 2013, online marketing that is done with the help of social networking sites helps

the businesses to attract customers and enables the companies to achieve their business
targets.

2.5. Consumer Behaviour

Consumer behaviour is defined as a decision process of the combination of the consumers
physical and mental activities that is the purchase decisions. The process by which the
individuals engage themselves in using, buying or deciding about the goods and services
from the company is termed as Consumer Behaviour. The researchers investigated that
human responses are broadly found in the buying process of goods and services. The topics
of buying behaviour and purchase decisions are needed to be studied carefully. Consumer
behaviour means to understand the customers tastes and preferences which are changing
considerably. The buying behaviour of the customers varies from each other as in case of
Saudi Arabia. It is difficult to identify their demand and whether they are satisfied with the
service of the product or not. So the consumer behaviour study is is challenging but not
impossible through the help of Instagram (Pickton, & Broderick, 2005). There are lot more
factors that also influences the consumer buying behaviour of the women of Saudi Arabia.
The religious and the compliance with the local tradition is another important factor that
improves the marketing procedures.
2.5.1. Background of Saudi Arabia
Saudi Arabia is situated at the centre of the Islamic world, where Makah and Medina are two
important Islamic hubs, visited by huge numbers of religious tourists every year Wood (2003)
Saudi Arabia also has a distinct culture accompanied by strict lifestyle rules that are unique to
the country. For instance, it does not accept cinemas, nor does it allow the playing of nonreligious music. Additionally, shops usually close at prayer times, when all business and
economic activity comes to a halt. Moral police check on peoples behaviour and clothing,
and penalise visitors and locals alike for infringements.
2.5.2. Shopping habits of Saudi customers
In this section of literature review, the shopping habits of the Saudi customers are analysed.
This analysis is helpful for understanding the buying behaviour of the customers. The
shopping habits of Saudi customers depend upon the religious occasions greatly. Customers
tend to buy more products on the special occasions like Eid and Ramadan. Saudi customers
buy more food materials which increases the sales for food for food retailers. The month of

Ramadan is followed by the celebration of Eid in which people go shopping, buy clothes and
jewelleries. Research shows that the Saudis have a tendency to protect their certain image.
Due to this, they invite guests and show off their purchase materials which they feel would
serve their image. The research of Dosari (2012) shows that, in recent years, the culture of
Saudi Arabia has changed, creating a broad impact on the buying behaviour of Saudi
customers. Luther (2001) believes that cultural values manifest within the country have
significant impact on these buying patterns. The main reason which brings the cultural
change is that the Saudi youths are increasingly exposed to the social media and it is due to
the overall increase in the education levels within the country. Here, women are not allowed
to drive which reduces their capacity to shop. The religious sentiment and dignity is one of
the important factors that have huge influence on the consumer shopping behaviour. The
marketing strategy and the process the products and performances is also very much
important for a successful marketing (Tezinde, Smith, & Murphy, 2012). Different type of
people from different part of the world comes to the country during Hajj. So it is a good time
for the marketing in the country (Zarrella, 2010).
2.5.3. Factors affecting Saudi Shopping Habits
There are some important factors which influence the shopping habits of the Saudi customers.
Here, the women are not free to live in the society on their terms (Zarrella, 2010). They are
restricted in their buying behaviour. In restaurants also, the women are not allowed to enter
without a male relative or any family member. Thus the women prefer buying products online
from the social media. This is the reason that Saudi Arabia has the second largest share of
online markets. All in all, the Saudi customers are also getting more involved in the usage of
social media which is making the companies more conscious about their marketing strategies.
As they have to modify them according to the changing trends of customer behaviour. A more
focused marketing strategy towards the social media can benefit the companies more .

2.6. Instagram
Instagram is an established social media platform; its organisation was founded in March
2010 Tuten (2008) Instagram has almost 30 million active users before it was acquired by
Facebook. Over the last two years, Instagram has become the most popular photo sharing site
on Internet. The companies having Instagram accounts share the products of their
commodities and other accessories in the site and thus the Saudis get to see and know about
the products and the name of the companies. Industry experts believe that Instagram

engagement rates and that marketing messages and activities on Instagram will be helpful in
engaging more customers. According to Tuten (2008) the importance of Instagram is
continuously increasing and it can be very helpful for the companies to build brand
awareness, improve sales and cultivate brand loyalty. Research shows that the changing
habits and tastes and preferences of the Saudi customers brings in a wide range of business
promotion as they mostly buy from social media. The uniqueness of the Instagram is
attracting a large number of customers which are affecting the behaviour of the customers in
favour of those companies which are based on social media for marketing purposes.
2.6.1 Aspects of Instagram marketing in Saudi Arab
According to the views of Luther (2001) the country practices the use of the internets to get
link with people and analyze the latest trends of the markets. The people are aware regarding
their privacy for which they portrays a sensitive outlook towards Instagram marketing. It is
by the recent technological up liftmen of the country that the use of the social media sites are
increasing day by day in marketing scenario. The use of the smart phones along with other
gadgets and applications made its quite obvious for the people to avail its services by the help
of which they can market from their homes. It is by analyzing the trends of the market that
the companies are using the Instagram app for advertising their products and services which
makes it more and more avail among the consumers creating a brand engagement. It is by
using this particular app that the products and services can be portrayed more innovatively
and creatively that enhance the competitive edge of the company in the market. As the
women in the maximum times of the day are connected in those sites, the company by
promoting the product can gain greater acceptance which also influence the purchase
behaviour of the consumer.
2.6.2 Important factors that enhance the activities of social media sites in marketing
scenario of Saudi Arab
By the views of Solomon (2006) the cultural norms of the country in a different way have
make it evident for the women to use the social networking sites in purchasing their products.
Detailed analysis portrays that the beliefs of the country restricted the females to enter in the
market and gather their desired products. Apart from that changing rooms are not witnessed
in the malls which make it difficult to purchase the clothes. According to the views of
Solomon (2006) this makes electronic shopping the best available option for Saudi women;
through it they can order their desired products while sitting at home and using online
shopping facilities This is one of the reasons that Saudi Arabia has the second largest share of

online markets, with an estimated $520 million worth of goods and services being purchased
online, with forecasts predicting online sales in the Arab world to reach more than US$2
billion. All in all, the Saudi customers are also getting more involved in the usage of social
media which is making the companies more conscious about their marketing strategies. As
they have to modify them according to the changing trends of customer behaviour.
2.6.3 Theories associated with the research:
Theories of communications play an effective role in shaping the social media sites in gaining
the attractions of the consumers. According to the Gratifications theory it can be said that it is
by the use of the social media sires that the perspectives of the young generations can be
analyzed in details that help the company in shaping their strategies (Kabani, 2010). It is by
using efficient communication, convenient communication, and curiosity along with
relationship formations that the brand can formulate a loyal consumer base through social
networking sites.
The theory of planned behaviour determines the relationship between customer intentions and
attitudes towards a product, subjective norms and perceived behavioural control. The theory
depicts that the greater an individuals behavioural inclination towards receiving and
accepting advertisements on Instagram, the greater the probability that the individual will
make purchasing decisions or make inquiries about the product discovered through Instagram
marketing channels. It is evident that subjective norms and behavioural inclinations of
individuals are positively influenced in favour of taking advantage of offers they receive
through Instagram advertising. Analyzing the factors its can be stated that theory of planned
behaviour is relevant to the Instagram marketing context, as it helps to reveal consumer
perceptions of the acceptability of Instagram marketing messages and the attitudes that
consumers show towards these messages.
2.6.4 Attitudes of the consumers in framing the purchase decisions:
According to the overviews of Brogan (2010) there are there factors upon which the
behaviours of the consumer depend upon the social media sites. They are perceived
usefulness of the technology used for shopping, perceived benefits that a customer might
experience with the usage of technology for shopping purposes, and the perceived risks
associated with the use of the respective technology. The positive influence of these three
constraints would influence the attitudes of the users towards the product or service they

intend to purchase and result in positive purchase decisions. The decision making process of
the consumers by using Instagram can be showcased as;

The consumers practice the use of the Technology acceptance model by the help of which
they identify the accurate technology that can fulfil their expectations in all aspects.
According to the views of Evans (2008) the purchase decisions of the consumers depend
upon beliefs, thoughts, and intentions towards the context of marketing. By the views of
Kotler (2009), shopping habits of the people are dependent over several factors which can be
defined as mental activity, emotional and physical that people use during selection,
purchase, use and dispose of products and services that satisfy their needs and desires.
The attitude of the consumer depends upon several factors which can be classified as internal
and external factors. The external factors are associated with the culture, subculture and the
reference groups of the social networking site while the internal factors are memory,
motivation, characters, and feelings of the consumers. By the views of Staelin (2014) it can
be said that the consumer use to gather various informations regarding the product to analyze
whether it accomplish all the expectations or not. It is by the proper use of the networking
sites that the consumers can choose the accurate product of their choice beyond the barriers
of time and carrying luggage. A detailed survey in Saudi Arab portrays that 50 percent of
respondents were willing to browse the Internet and Instagram even though they tended to not
make online purchases.

2.7 Research Hypothesis:

Research hypothesis is one of the important part of the research that examines the outcomes
of the research in a critical way. Hypothesis involves the care full constructions of two
statements that are the models of the hypothesis section. The hypothesis models are the Null
Hypothesis and the Alternate hypothesis. Though the hypothesis looks quite the same when it
is written down but they have dissimilar footings.
Null hypothesis portrays that there will be no observed effect for this particular research and
it is represented by H0. The researcher always looks to disprove the hypothesis and the
principle of is little complex.
Alternate hypothesis always reflects that there will be an observed effect for this particular
research. The alternate hypothesis is denoted by H1which portrays the positive aspects of the
research.
H0: It is by the proper use of the social media strategies that marketing behaviour of the
women in Saudi Arabia cannot be influenced
H1: It is by the effective and the efficient use of the Social media policies that marketing
behaviour of the women in Saudi Arabia can be influenced.

2.8 Summery of the Study:

The entire study focuses a light over the impacts of the social media marketing in influencing
the buying behaviors of the consumers in the country Saudi Arabia. There are several factors
that are induced in it that affects the buying decisions of the consumers. It is by the effective
use of the Instagram that the companies can be showcasing their products and services along
with variety to the consumers that saves their time (Blythe, 2008). It is by analyzing the
quality of the products along with the informations associated with it that the consumers can
identify the capacity of the product in fulfilling their needs. Though there are certain
problems that are faced in the past as the quality portrayed through the social media are of not
the same quality in reality. These times of discriminations often curbs the reputations of the
company in the market for which the consumers looks to maintain the traditional concept of
buying in the recent days. The policies and the strategies that are discussed by the help of the
literature review are still under considerations and not examined for which the future of it
cannot be for casted properly.

Chapter 3: Research Methodology:

3.1: Introduction:

With the initiation of social media networking, the entire world has been able to get
connected with their near and dear ones. As according to Alwagait, et al., (2014) Women
residing in Saudi Arabia get forbidden and deprived from being connected with their near and
dear ones. The entire research deals with the influence of Instagram as social media does
have a direct influence on women residing in Saudi Arabia. However, research methodology
on this perspective plays a distinct and diversified role as methodology segment clearly
defines the relative sources through which the researcher has been able to accumulate
information. Research methodology clearly subjugates with the susceptibility to the effective
ways in which the entire research should be carried out. Methodology is the analysis and the
appraisal of diverse range of methods through which the researcher has tried to instigate the
entire research in a fruitful manner. The researcher has thus tried to depict the positive effects
of social media networking sites especially Instagram on women residing in Saudi Arabia
and thus has been able to counteract with the cultural background prevailing in Saudi Arabia.
3.2: Purpose of the research:

The above research underpins the effectiveness and influence of Instagram amongst the
women residing in Saudi Arabia. It is the core responsibility of the researcher clearly line up
with the set of objectives and purposes to conduct the research in an effective manner. More
specifically, the purpose of the research could be regarded as follows:

To elaborate and witness the influence of Instagram on the shopping habits of females

residing in Saudi Arabia (Jha, 2008).

To elucidate the positive effects of initiation of social media networking sites in enabling
the female residents of Saudi Arabia to get acquainted with the recent technological
development.

To identify and synchronise the strategies that the effective social media sites have
adopted to closely endeavour with and perpetuate with the supersession in the social

media market.
To elevate the essence of the social media sites especially Instagram in unleashing as a
source of shopping facilities for Saudi Arabia as almost women are till now are deprived

from going to the shopping malls and markets due to the cultural bindings.
To analyze the impact of using and application of Instagram application for promoting

their goods and services that they provide to the subscribers.

To assess the overall implications of social media sites in changing the consumer
behaviour could be accessed through this research entailing the socio-cultural aspects
prevailing in Saudi Arabia.

Thus, for understanding and proliferating these areas, the researcher has tried to depict and
portray the clear aspects and prospects that the Instangram app has had on the Saudi women
consumers.
3.3: Research approach:

In accordance to the virtues of renowned researcher namely Kumar, (2005) research approach
propagates to analyse the approaches that the researcher has adopted while collating with the
approaches to collect data and information from the evident sources are being defined.
Besides, this particular research has showcased the cultural background prevailing in Saudi
Arabia that has prohibited the women consumers to get connected with their near and dear
ones. Thus with the initiation of Instagram, Saudi women have found a new instinct to
persuade with the communication network. The nation itself has constrained and the
channelized the females to consume according to their will and desires. This has over the last
few years have deviated the female consumers to acquire the brand products according to
their tastes and preferences through social media networking sites. Moreover, this particular
instance encounters the fact that for overwhelming approach to the social media sites for
shopping facilities, Saudi Arabia however ranks as the second leading in seeking for market
share and growth in coherence with the online sale facilities through social media sites
especially Instagram. The researcher ion coherence to collect appropriate data in due course
of the research has enabled to incorporate the inductive approach so as to acquire prominent
data from both qualitative and quantitative way of conducting the research.

3.4: Research Philosophy:

From several researchers previously executed buy other researchers, it can be clearly
showcased that the research philosophy segment opts for representing the accurate structure
and format of every research. Resaerch philosophy segment dwells into three types of
philosophies especially concentrating with Positivism Philosophy; Interpretivism philosophy
and Realism philosophy. While undergoing the research, the researcher has adopted the
appropriate philosophy which is necessary to collate with ethical evidences of the research.
As related to the above research, the researchers has ushered diligence to dwell into the facets
of Instagram marketing in delivering optimum services to the Saudi women residing with
depriving cultural backgrounds. Smart phones along with several applications have surpassed
Instagram to exemplify to promote their range of services that they avail to the customers
initiating to procure a competitive position compared to the other social media sites like
Facebook, Twitter, Yelp, Myspace etc. in the social media market. While enduring with the
above research, the researcher has adopted Positivism philosophy so as to unveil the positive
aspects and impacts of social media sites on the Saudi women as being a source of shopping
for the females inhabiting in the base of Saudi Arabia (Yalli and Cooper, 2008). Positivism is
one of the affective strategies that are used by the researcher in order to increase the
efficiency of the research. Statistical and scientific evidences are used in this approach that
reveals the true nature of the research and positive outcomes can be delivered.

The

researcher has relied on Positivism philosophy as this particular research deals with the
accumulation of apposite and relevant data and information as incorrect data can yield to
misleading outcomes. It is by statistically calculating the overviews of the respondents that
the proper idea regarding this particular research topic can be framed. To assess the impact of
Instagram on the Saudi women the researcher has enabled market surveys so as to excavate
the accurate results. The researcher has tried to depict the positive aspects of Intagram as
being a helping hand and supportive function for the Saudi women to consume goods and
products according to their desires and will.
3.5: Research Design:

The cultural aspects and socio-cultural background of Saudi Arabia often restricts and
confines the women to express their desires and wishes and thus exaggerates the Saudi

women to articulate their thoughts and they are even now being deprived from shopping from
shopping malls and complexes. Instagram has played a vibrant role in diversifying the
women consumers to shop irrespective of being rationalized. Predominance of Instagram as
the medium for shopping has pulled up the overall market share of the aforesaid social
media site to a hike in the Saudi social media market. Companies prevailing in Saudi market
are getting more involved and aware of their promotional strategies. However, to assess and
accentuate with effective outcomes from this research, the researcher has made rational
approaches to pertain the descriptive research design as this research design usually
endeavours with the descriptive approaches to indemnify every areas wherever the researcher
wants to endow with (Ketchen and Bergh, 2006). Market analysis of Instagram Saudi Arabia
requires detailed description and thus entails a clear perspective to redeem the value of the
research. However, while undergoing this particular research, the researcher tried to
emphasize with varying behaviour of the Saudi women in upbringing their prevalence and
pervasiveness to access its widespread in the social media market of Saudi Arabia.
Conversely, the researcher has followed Research Onion so as to execute the entire research
in a systematic manner and resulting into in-depth analysis of the Saudi market and inception
and impact of Instagram in creating a strong market base in global perspective as well as
domestic perspectives.
3.6: Data Collection approaches:

By virtues of several researchers, there remains a paradigm for every research in building a
strong relationship with the data collection approaches. Data collection methods surpasses
with the most effective role in indemnifying the core areas of any research. As collated with
the above research, it can be accessed that the researcher dealt with both the primary data as
well as the secondary data. To inundate the inefficacy of the research in outlining and
collating with the aims and objectives as lined up in chapter 1, the researcher must remediate
the vagueness and irrelevance of data collected through the primary sources as well as the
other sources commonly knoewn as secondary sources. Virtually it is ascertained that the
researcher over here has depicted and utilized both the qualitative data collection approach
and quantitative data collection. But mostly, it can be predicted that the researcher has relied
on the qualitative data collection approaches. Preponderance to the primary set of data has
meant to be the most ethical and guideline to pre-mediate the entire research in a successful
manner (Samuels, et al., 2009). The researcher has raised the perceptions and insight of the

Saudi women in analyzing the impact of the Instagram in Saudi market. To deal with the
impact of social media sites in particular Instagram, the researcher has outraged the
significance of primary data the most in coherence to pivotal outcomes of the research.
3.6.1: Primary data:

To be very precise and specific, it can be ascertained that primary set of data relates to the set
of raw data accrued from the in-depth analysis of the market, raising questionnaires to the
respondents and in-depth interview processes with the hierarchical levels assigned in the
business to precipitate with the optimum results and outcomes. It is the core responsibility of
the researcher to accumulate and acquire accurate data as vague data can even lead to
misleading outcomes. In context to the above research, it can be ascertained that the
researcher has tried to depict and outline the vibrant effects of Instagram as a shopping
medium for the women residing in the base of Saudi Arabia (Timmermans, 2009). It can be
ascertained that the researcher while outlining the entire research made subsequent practices
to depend upon the primary source of data by raising the set of questionnaire to the females
residing in Saudi Arabia. Their reactions and perceptions are treated as the foremost and most
important source of information to assess the overall impetus of Instagram in maintaining a
sustainable and cutthroat edge in the Saudi social media market.
3.6.2: Secondary data:

Secondary data represents the collection and inclination to the perceptions of the researchers
who have already depicted the clear insight of the topic in journals, articles and literature
reviews and analyses. In response to the above research, it can be ascertained that the
researcher has accumulated and acquired detailed description from the literatures, reviews
and the articles about the impact of the social media sites especially Instagram in
proliferating and promulgating the female consumers residing in Saudi Arabia to acquire for
the services they are seeking for so as to meet their desires and tastes and preferences.
However, secondary data has been retrieved relevantly from the websites of Instagram, and
the links that are often used by the female consumers inhabiting in Saudi Arabia. Literatures,
magazine articles have led a supportive hand to the researcher to endeavour with the effective
practices of the research and deal with the effective approaches to the ultimate outcomes
(McEwen, 1996). Thus, to dwell into and correspond with the positive effects of Instagram

for Saudi women has had been the core area to focus on and thus secondary data has served
the most ethical terms to encompass with the accurate outcomes.
3.6.3: Sampling techniques:

Consumer buying behaviour is influenced through several techniques. Advertisement and

promotional strategies that the companies undertake supersede the needs and the desires of
the female consumers residing in Saudi Arabia. As underpinned by renowned researcher
namely Som, (1973) the above research is based on the convenience sampling as this
particular research was based on the impact of social media sites on female consumers in
Saudi Arabia only. As this research deals with a particular section and only female consumers
are being identified in this research so the researcher has opted for convenience sampling
technique. The researcher has raised the set of questionnaire to 100 respondents and
specifically the respondents are only female orienting to Saudi Arabia. Amongst the 100
female respondents, 5 female respondents have been selected so as to assess the implications
with mere surveillance and vigilance on the competitive edge in the social networking media.
3.7: Data analysis and presentation:

In case of this particular researcher, the researcher has utilized several tools to inevitably
carry out a brief idea about the recent advent of Instagram in the Saudi Arabian social
networking market as the leading advent of shopping facilities. The female consumers get a
new platform through the arrival of Instagram in the social media networking market of
Saudi Arabia and they get convinced with the services that they have been acquiring through
Instagram. Eventually, the researcher has selected several charts, graphs, tables, figures and
trend lines in correspondence with the optimum facilities that the females get acquainted with
(Sugden, 1994). Impact of Instagram on the socio-cultural background of Saudi Arabia thus
coherently dealt with the overall performance of Instagram in the said market so as to attract
more and more female subscribers as they are restricted from societal approaches to reach the
market.

3.8: Questionnaire:

The researcher has raised a set of close-ended questionnaire to unveil their perceptions and
insight and feedbacks and derive a clear aspect about the vibrancy of Instagram in the Saudi
Arabian market and the rate at which the Saudi female make use of Instagram for their
pursuance to the shopping facilities. This has led the researcher to develop a clear picture of
market structure and market share of Instagram in Saudi Arabian market. It can be revealed
from the financial reports of Instagram that this particular social media website has become
the most evitable source of getting connected with people all around as the female or rather
women are underprivileged from being social to the outside world. Thus this questionnaire is
regarded as the source of accumulation of relevant data from the female respondents to
encompass the ethnicity of the above research.
3.8.1: Pilot study
Pilot study is one of the important aspects of the methodology section that is also defined as a
soft research tool. It is by the use of this research tool that the researcher conducts a
preliminary analysis before conducting a full grown market survey. The respondents that are
gathered are from different places. It is by practicing the pilot study that the cost or the
budget of the survey can be estimated and apart from that the result of the research can be
forecast to an extent. Apart from that5 the competencies of the questions in delivering the
proper outcomes can be checked and an estimation regarding the time for conducting the
research can be analyzed.
For fabricating the pilot study 10 females are selected that practice the use of this application
in making marketing activities. The questions that are fabricated are placed in front of them
and their overviews are recorded. It is by the practice of this survey that an initial forecast
regarding the research are made an estimation regarding the time that will be consumed are
analyzed. Apart from all the factors the cost estimation for the executions of the entire report
is also identified. It is by identifying the effectiveness of the questions and cost that are
associated with it that the entire survey can be made accurately.

3.9 Research Ethics

Research ethics are an important part of the entire research that showcase the efficiencies of
the research along with it competencies. The researcher needs to maintain the ethical factors
in the accurate manner such that the effectives of the research can be increased. All the data
and the informations that are used for this particular research need to be true and logical in
order to make it successful. According to the views of (Kumar, 2005), Permissions need to be
taken from respondents will publishing their overviews and from the companies. The
respondents need not to be forced to share their overviews.In the above research, the
researcher had tried to maintain the ethical value of the research by maintaining and
pertaining to the secrecy and confidentiality of the perceptions of the female residing in Saudi
Arabia regarding their insight about the impacts of Instagram in changing the consumer
behaviour and thus redeems with the person-centric approach as the researcher has given key
importance to the perceptions of the female candidates (Pimple, 2008). The perceptions and
insight of the female subscribers were not at all revealed which endowed with the ethics and
worth of the said research.
3.10: Research limitation:

Though the ethical standard was maintained through commencement or the instigation of the
research throughout the base of Saudi Arabian market still there were some major and vibrant
problems that denounced the overall essence of the research. The time frame was the key area
where the researcher initially faced problems. The time frame of 1 month might not be
enough to accumulate effective and raw and accurate data and that too indemnified the
overall efficacy of the research. Vague data can lead to ineffective results and outcomes. Thus
it is of prime importance that the researcher must collate with the appropriateness of the data
collected. Apart from this instance another problem that could be permissible to the ethical
and worth of the research finds sync with the reliability and validity of the data collected
from the female consumers. Saudi Arabia is enriched with conservative socio-cultural
aspects, the female or women are hardly allowed to go for shopping and thus the perceptions
collected fro, the females can be degenerative to the research as the respondents are not at all
comfortable to rationalize. Social network is clearly seen as the source of differences amongst
the people/inhabitants residing in Saudi Arabia (Jha, 2008). They are prohibited and restricted
from being physically present in the shopping malls and supermarkets. Here Instagram has
susceptibly enriched the market structure enabling the female to lead a life in a dignified

manner. Apart from this factor it can also be said that for this research 100 respondents are
gathered. The overviews of the respondents along with their perspectives are totally different
for which large datas will be evolved. The datas being large is difficult to formulate in the
effective manner and there is chance of misinterpretations. The accuracy of the data in certain
times can be challenged due to its size. The researcher faces several difficulties in managing
the large number of respondents that in certain times restricts the accuracy of the statistical
data. The variety in the demographic factors of the respondents in certain times alters the
data and the information regarding the topic. They can shop from Instagram irrespective of
any intricacy. Thus, their perceptions regarding the impact of the social media sites might not
be reliable and authentic enough so as to rely on the terms and conditions that Saudi Arabian
government take to resemble democracy within the nation. Thus, overcoming these delicacies
and limitation has assisted the future researchers to clearly deal with ethical consideration and
the reliability and validity of the data collected from several sources.

3.11 Summary of the chapter

Therefore, from the above chapter, it can be accessed that the overall cultural factors enlisting
the regulatory governmental practices in Saudi Arabia finds sync with the relevance to the
ethnicity and the Saudi Arabian market. Letting the female to shop through online sources
have opened a clear platform and rather has become the benchmark for Instagram to strive in
the competitive market with a superficial account of the embellishment and articulation of the
norms and regulatory norms that Saudi Arabian government encompass with. Thus, this
particular chapter summarises the methods and the data collection sources through which the
researcher unleashes the efficacy of the research (McEwen, 1996). Apart from this instinct
this chapter has tried to depict and unfold the philosophies and designs that the researcher
considered in carrying out the entire research. Overall impact of the Instagram on changing
consumer behaviour could be depicted and outlined through this research entitling to the
ethical considerations and morality of the aims those have been outlined by the researcher in
this section itself.

Chapter 4: Data Analysis

4.1 Introduction
The overall paper is showcasing the influence of Instagram on the buying behavior of
females. The overall research paper has been evaluated in Saudi Arabia. At this modern age
each and every individual is highly familiar with the services and facilities of the social
Medias. Instagram is one of the emerging social media of the world. The facilities have been
expanding throughout the world. The paper is showcasing how the buying mentality of the
Saudi Arabian can be influenced by the Instagram. Instagram is the process where female can
view different features of the products and services. In this particular research paper
information has been obtained through a brief and effective approach. Feedbacks of the Saudi
Arabian Females have been analyzed for getting the right over view about the topic. Various
analysis and tables have been to underpin the matter.

4.2 Frequency Table

Frequency table is also an important aspect for making the data analysis. For executing the
overall research 100 numbers of female have been chosen. After choosing the respondents
they were asked about the usefulness of Instagram and they were also said to share their
opinions on the influence of Instagram on the consumer buying behaviour. Prime variables of
this research process are the Age and income level. Saudi Arabian females were chosen
through this demographic approach. Frequency table also helps to measure the overall
strength and figures of the characters.

Age
Frequency Percent

Valid Percent Cumulative

Percent

Valid 20-25

1.0

1.0

1.0

25-30

5.0

5.0

6.0

30-35

33

33.0

33.0

39.0

35-40

34

34.0

34.0

73.0

Above 40 27

27.0

27.0

100.0

Total

100.0

100.0

100

Income Group
Frequency Percent

Valid Percent Cumulative

Percent

No income

Valid

2.0

2.0

2.0

$1500-$2000 11

11.0

11.0

13.0

$2000-$2500 26

26.0

26.0

39.0

$2500-$3000 43

43.0

43.0

82.0

Above $3000 18

18.0

18.0

100.0

Total

100.0

100.0

100

Do you think Instagram helps you to view more innovative and trendy
products?
Frequency Percent

Valid Percent Cumulative

Percent

Valid Strongly Disagree 3

Disagree

3.0

3.0

3.0

9.0

9.0

12.0

Neutral

31

31.0

31.0

43.0

Agree

37

37.0

37.0

80.0

Strongly Agree

20

20.0

20.0

100.0

Total

100

100.0

100.0

The respondents clearly showcase that the facility of the Instagram provide them the
opportunity to buy trendy products.

How far do you think that launching of Instagram creates a new window
of shopping?
Frequency Percent

Valid Percent Cumulative

Percent

Valid

Strongly Disagree 1

1.0

1.0

1.0

Disagree

8.0

8.0

9.0

Neutral

17

17.0

17.0

26.0

Agree

49

49.0

49.0

75.0

Strongly Agree

25

25.0

25.0

100.0

Total

100

100.0

100.0

The respondents can use the practice of window shopping by the use of the Instagram by the
help of which the specifications of the products can be analyzed.

Are you satisfied with the quality of the products which are shown in the
Instagram?
Frequency Percent

Valid Percent Cumulative

Percent

Valid Strongly Disagree 3

3.0

3.0

3.0

Disagree

11

11.0

11.0

14.0

Neutral

24

24.0

24.0

38.0

Agree

40

40.0

40.0

78.0

Strongly Agree

22

22.0

22.0

100.0

Total

100

100.0

100.0

The survey clearly showcase that maximum respondents are satisfied with the quality of
products of the company that are purchased by them through Instagram.

Do you think viewing products through Instagram saves your time?

Frequency Percent

Valid Percent Cumulative

Percent

Disagree

6.0

6.0

6.0

Neutral

21

21.0

21.0

27.0

38

38.0

38.0

65.0

Strongly Agree 35

35.0

35.0

100.0

Total

100.0

100.0

Valid Agree

100

The respondents clearly showcase that it is by the use of the social media marketing facility
that the time of journey can be saved in the accurate manner.

Do you think this Instagram provides you more facilities than any
other services?
Frequency Percent

Valid Percent Cumulative

Percent

Valid Disagree

10

10.0

10.0

10.0

Neutral

28

28.0

28.0

38.0

Agree

39

39.0

39.0

77.0

Strongly Agree 23

23.0

23.0

100.0

Total

100

100.0

100.0

Maximum of the respondents depicted that the facilities that are provided by Instagram in
buying their products are immense. They can practice the use of window shopping through it
and enjoy the facility of the discounts.

How far do you think that Instagram has changed the buying
perception of the women?
Frequency Percent

Valid Percent Cumulative

Percent

Disagree

7.0

7.0

7.0

Neutral

26

26.0

26.0

33.0

47

47.0

47.0

80.0

Strongly Agree 20

20.0

20.0

100.0

Total

100.0

100.0

Valid Agree

100

Through the above mentioned tables and charts overall data and information can be observed.
It is analyzed that the use of the Instagram along with the facilities that are provided by it are
able to change the buying behaviors of the consumers. The marketing process can be made
effective through it and rapid.
4.3 Descriptive Statistics
A research process is consisted of multiple data. Each and every data needs to be interrelated
for getting a suitable outcome. The paper is illustrating the influence of Instagram on the
buying mentality of Saudi Arabian women. Descriptive statistic plays an important role for
getting the range of reliability of all these data. Through the descriptive statistics mean,
median and standard deviation of the data can be found out. By the help of this overall
reliability and authentication of data can be obtained.
Descriptive Statistics
N

Minimum Maximum Mean

Std. Deviation

Age

100

3.81

.929

Income Group

100

3.64

.969

100

3.62

1.003

100

3.89

.909

100

3.67

1.035

100

4.02

.899

100

3.75

.925

buying 100

3.80

.841

Do you think Instagram

helps you to view more
innovative

and

trendy

products?
How far do you think
that

launching

of

Instagram creates a new

window of shopping?
Are you satisfied with
the

quality

products

of

the

which

are

shown in the Instagram?

Do you think viewing
products
Instagram

through
saves

your

think

this

time?
Do

you

Instagram provides you

more facilities than any
other services?
How far do you think
that

Instagram

changed
perception

the
of

has
the

women?
Valid N (listwise)

100

4.4 Cross Tabulation

Cross Tabulation has been done for identifying relationship among the variables. Prime
variables of this paper are age and income level. During the research process seven questions
were raised. Feedbacks of the respondents have been analyzed with the variables. Through
this way interdependency of the variables can be measured.

Age * Do you think Instagram helps you to view more innovative and trendy products?
Crosstabulation
Count
Do you think Instagram helps you to view more innovative and trendy
products?
Strongly

Disagree

Neutral

Agree

Strongly Agree

Disagree

Age

20-25

25-30

30-35

11

12

35-40

12

12

Above 40 2

10

11

31

37

20

Total

Age * Do you think Instagram helps you to view more innovative and trendy products?
Crosstabulation
Count
Total

Age

20-25

25-30

30-35

33

35-40

34

Above 40

27

Total

100

Age * How far do you think that launching of Instagram creates a new window of
shopping? Crosstabulation
Count

How far do you think that launching of Instagram creates a new window of
shopping?
Strongly

Disagree

Neutral

Agree

Strongly Agree

Disagree

Age

Total

20-25

25-30

30-35

18

35-40

15

Above 40 0

15

17

49

25

Age * How far do you think that launching of Instagram creates a new window of
shopping? Crosstabulation
Count
Total

Age

Total

20-25

25-30

30-35

33

35-40

34

Above 40

27
100

Age * Are you satisfied with the quality of the products which are shown in the
Instagram? Crosstabulation
Count
Are you satisfied with the quality of the products which are shown in the
Instagram?
Strongly

Disagree

Neutral

Agree

Strongly Agree

Disagree
Age

20-25

25-30

30-35

16

35-40

15

Above 40 0

11

24

40

22

Total

Age * Are you satisfied with the quality of the products which are shown in the Instagram?
Crosstabulation
Count
Total

Age

Total

20-25

25-30

30-35

33

35-40

34

Above 40

27
100

Age * Do you think viewing products through Instagram saves your time?
Crosstabulation
Count
Do you think viewing products through Instagram saves Total
your time?

Age

Disagree

Neutral

Agree

Strongly Agree

20-25

25-30

Total

30-35

11

11

33

35-40

13

10

34

Above 40 0

12

10

27

21

38

35

100

Age * Do you think this Instagram provides you more facilities than any other
services? Crosstabulation
Count

Do you think this Instagram provides you more facilities than Total
any other services?

Age

Total

Disagree

Neutral

Agree

Strongly Agree

20-25

25-30

30-35

11

13

33

35-40

16

34

Above 40 1

27

28

39

23

100

10

Age * How far do you think that Instagram has changed the buying perception of the
women? Crosstabulation
Count
How far do you think that Instagram has changed the buying Total
perception of the women?

Age

Total

Disagree

Neutral

Agree

Strongly Agree

20-25

25-30

30-35

18

33

35-40

17

34

Above 40 2

27

26

47

20

100

Income Group * Do you think Instagram helps you to view more innovative and
trendy products? Crosstabulation
Count
Do you think Instagram helps you to view more
innovative and trendy products?
Strongly

Disagree

Neutral

Agree

$1500-$2000 1

$2000-$2500 1

10

Disagree
Income Group No income

$2500-$3000 1

11

19

Above $3000 0

31

37

Total

Income Group * Do you think Instagram helps you to view more innovative and trendy
products? Crosstabulation
Count
Do you think Instagram Total
helps you to view more
innovative

and

trendy

products?
Strongly Agree

Income Group

Total

No income

$1500-$2000

11

$2000-$2500

26

$2500-$3000

43

Above $3000

18

20

100

Income Group * How far do you think that launching of Instagram creates a new
window of shopping?
Count
How far do you think that launching of Instagram creates a
new window of shopping?
Strongly
Disagree

Disagree

Neutral

Agree

No income

$1500-$2000 0

Income Group $2000-$2500 0

12

$2500-$3000 1

22

Above $3000 0

10

17

49

Total

Income Group * How far do you think that launching of Instagram creates a new window
of shopping? Crosstabulation
Count
How far do you think that Total
launching of Instagram
creates a new window of
shopping?
Strongly Agree

Income Group

Total

No income

$1500-$2000

11

$2000-$2500

26

$2500-$3000

11

43

Above $3000

18

25

100

Income Group * Are you satisfied with the quality of the products which are shown
in the Instagram? Crosstabulation
Count
Are you satisfied with the quality of the products which are
shown in the Instagram?
Strongly

Disagree

Neutral

Agree

$1500-$2000 0

Disagree
Income Group

No income

$2000-$2500 0

13

$2500-$3000 1

10

16

Above $3000 2

11

24

40

Total

Income Group * Are you satisfied with the quality of the products which are shown in the
Instagram? Crosstabulation
Count
Are you satisfied with the Total
quality of the products
which are shown in the
Instagram?
Strongly Agree

Income Group

Total

No income

$1500-$2000

11

$2000-$2500

26

$2500-$3000

11

43

Above $3000

18

22

100

Income Group * Do you think viewing products through Instagram saves your time?
Crosstabulation
Count
Do you think viewing products through Instagram saves
your time?
Disagree

Neutral

Agree

Strongly Agree

$1500-$2000 2

Income Group No income

$2000-$2500 1

11

11

$2500-$3000 3

12

15

13

Above $3000 0

10

21

38

35

Total

Income Group * Do you think viewing products through Instagram saves your time?
Crosstabulation
Count
Total

Income Group

Total

No income

$1500-$2000

11

$2000-$2500

26

$2500-$3000

43

Above $3000

18
100

Income Group * Do you think this Instagram provides you more facilities than any
other services? Crosstabulation
Count
Do you think this Instagram provides you more facilities than
any other services?
Disagree

Neutral

Agree

Strongly Agree

$1500-$2000 3

Income Group No income

$2000-$2500 2

11

10

$2500-$3000 4

11

16

12

Above $3000 1

28

39

23

Total

10

Income Group * Do you think this Instagram provides you more facilities than any other
services? Crosstabulation
Count
Total

Income Group

Total

No income

$1500-$2000

11

$2000-$2500

26

$2500-$3000

43

Above $3000

18
100

Income Group * How far do you think that Instagram has changed the buying
perception of the women? Crosstabulation
Count
How far do you think that Instagram has changed the buying
perception of the women?
Disagree

Neutral

Agree

Strongly Agree

$1500-$2000 1

Income Group No income

Total

$2000-$2500 1

10

13

$2500-$3000 4

12

18

Above $3000 1

10

26

47

20

Income Group * How far do you think that Instagram has changed the buying perception
of the women? Crosstabulation
Count
Total

Income Group

Total

No income

$1500-$2000

11

$2000-$2500

26

$2500-$3000

43

Above $3000

18
100

4.4 Correlations
Correlations are helping to justify the interdependency among the variables. A research is
consisted of huge data set. For this reason it is an important duty to check the reliability and
inter relationship among these data sets. Through the following chart that relationship can be
determined. A Pearson coefficient has been mentioned in each relationship. This value helps
to identify the dependency factor among the variables.

Correlations

Age

Income Group Do you think

Instagram
helps you to
view

more

innovative and
trendy
products?

Age

Pearson Correlation 1

-.032

-.230*

Sig. (2-tailed)

.753

.021

100

100

.076

100

Pearson Correlation -.032

Income Group

Sig. (2-tailed)

.753

100

.452
100

100

Do you think Instagram Pearson Correlation -.230*

.076

helps you to view more Sig. (2-tailed)

innovative and trendy
N
products?

.021

.452

100

100

100

How far do you think Pearson Correlation -.025

-.068

-.124

that

.805

.499

.219

100

100

100

Are you satisfied with Pearson Correlation .081

-.150

-.073

the

.422

.137

.468

100

100

100

Do you think viewing Pearson Correlation .005

.055

-.070

products

.964

.589

.489

100

100

100

Pearson Correlation .191

.068

-.201*

.504

.045

launching

of Sig. (2-tailed)

Instagram creates a new

N

window of shopping?

quality

products

of

which

the Sig. (2-tailed)

are

shown in the Instagram?

Instagram

through Sig. (2-tailed)

saves

your
N

time?
Do

you

think

this

Instagram provides you Sig. (2-tailed)

.057

100

100

100

other services?
How
far do you think Pearson Correlation .016

.059

.149

that

.878

.557

.140

100

100

100

more facilities than any

Instagram

changed

the

perception

has Sig. (2-tailed)

buying

of

the N

women?

Correlations
How far do you Are

you Do you think

think

with viewing

launching
Instagram

that satisfied

of the quality of products

the

products through

creates a new which

window
shopping?

are Instagram saves

of shown in the your time?

Instagram?

Pearson Correlation -.025

.081

.005*

Sig. (2-tailed)

.805

.422

.964

100

100

100

Pearson Correlation -.068

-.150

.055

Sig. (2-tailed)

.499

.137

.589

100

100

100

Do you think Instagram Pearson Correlation -.124*

-.073

-.070

helps you to view more Sig. (2-tailed)

innovative and trendy
N
products?

.219

.468

.489

100

100

100

How far do you think that Pearson Correlation 1

.101

.040

launching

.319

.694

100

100

Age

Income Group

of Instagram Sig. (2-tailed)

creates a new window of

shopping?

100

Are you satisfied with the Pearson Correlation .101

quality of the products Sig. (2-tailed)
which are shown in the
N
Instagram?

.319

-.112
.266

100

100

Do you think viewing Pearson Correlation .040

-.112

products

.694

.266

100

100

100

-.034

.043*

.976

.735

.674

100

100

100

How far do you think that Pearson Correlation -.108

-.077

-.021

Instagram has changed the Sig. (2-tailed)

buying perception of the
N
women?

.283

.449

.833

100

100

100

Instagram

through Sig. (2-tailed)

saves

Do

your
N

time?
you

think

100

this Pearson Correlation .003

Instagram provides you Sig. (2-tailed)

more facilities than any
N
other services?

Correlations
Do you think this How far do you
Instagram provides think

that

you more facilities Instagram

has

than

the

any

services?

other changed

buying perception
of the women?

Age

Income Group

Pearson Correlation

.191

.016

Sig. (2-tailed)

.057

.878

100

100

Pearson Correlation

.068

.059

Sig. (2-tailed)

.504

.557

100

100

Do you think Instagram helps Pearson Correlation

-.201*

.149

you to view more innovative Sig. (2-tailed)

.045

.140

and trendy products?

100

100

How far do you think that Pearson Correlation

.003

-.108

launching of Instagram creates Sig. (2-tailed)

.976

.283

a new window of shopping?

100

100

Are you satisfied with the Pearson Correlation

-.034

-.077

quality of the products which Sig. (2-tailed)

.735

.449

are shown in the Instagram?

100

100

Do you think viewing products Pearson Correlation

.043

-.021

through Instagram saves your Sig. (2-tailed)

.674

.833

time?

100

100

.065

Do you think this Instagram Pearson Correlation

provides you more facilities Sig. (2-tailed)
than any other services?

100

100

How far do you think that Pearson Correlation

.065

Instagram

.521

buying

has

changed

perception

of

.521

the Sig. (2-tailed)

the
N

women?

100

100

4.5 Regression Analysis

Model Summary
Model R

.193a

R Square Adjusted

.87

R Std. Error of

Square

the Estimate

-.025

.981

From the above mentioned table the value of the regression has been showcased. The value
of R square in this case is .87 which indicates that each and every taken data is highly

interrelated with each other. Through this value overall reliability and validity of the
information can be determined.
4.6 ANOVA Analysis
ANOVAa
Model

Sum

of

df

Mean Square F

Sig.

.727b

Squares

Regression 3.483

.581

Residual

89.557

93

.963

Total

93.040

99

.603

The above mentioned table showcases the ANOVA testing which is also a vital part of the
research process. In this particular case the value of degrees of freedom is (6, 93) which
indicates that each and every data is real and authenticated.

Chapter 5: Findings and Analysis

5.1 Findings regarding Age Variable
Age could be an important factor which influences the purchasing decision and the buying
behavior of the consumers with the help of the social media sites like Instagram as Instagram
influences the shopping habits of the females residing in Saudi Arabia (Yalli and Cooper,
2008). The females of Saudi Arabia are not been given the opportunity to communicate with
the outside world as females are not allowed to get outside often by the men as they think that
if the men are allowed to go outside mix with different communities then they would get to
know about the outside world and they would become educated and would start to take
decisions of their own without respecting the decisions of their husbands and the men. So
with the Instagram as the social media platform including the other platforms as well they are
more relying on the shopping through online and this also helps them to take strong decisions
about the products and the services they are getting with the help of Instagram. They get to
know about the basic understanding of the products and the services and their features in
different social media platforms like Facebook, Twitter, Instagram as a result they incur the

knowledge how to deal with the different products introduced by the different retail
industries. The differentiation in the age is dependent on the shopping habits of the females in
Saudi Arabia as age can influence the buying behavior of the consumers in different parts of
world and in this period of globalization the youth have the dressing sense and the idea about
the fashion statement mostly by the females of Saudi Arabia so the youth is mainly attracted
by the fashionable and the trendy clothes introduced by different companies in Saudi Arabia
which suggests that the females of Saudi Arabia are shopaholic which also tells that Saudi
women have the intent of buying the items through online.
5.2 Findings Regarding Income variable
The income variable which has been taken for performing the research could also be an
important factor for influencing the buying behavior of the Saudi women which actually
shows that Saudi women love to shop through online and most of the females of Saudi Arabia
have the sound financial status so they are more keen to shop with the help of the online
shopping facilities introduced by the different companies of Saudi Arabia. It has been
suggested that the families having the high income level get more opportunity in shopping of
the different products and cater the different services which have been brought online so with
high income level they get the chances of shopping as a result the Instagram has a positive
effect on the shopping habits of the Saudi women. So from the table it has been found that
with a high income range encourages and motivates the females of Saudi Arabia to get the
products as well the services with the help of the Instagram and this shows that Instagram
could be an effective tool for communicating with the females of Saudi Arabia and has a
positive link with the buying and purchasing decisions of the female consumers of Saudi
Arabia.
Quality is always an issue for the products which have been seen online as in online shopping
the consumers could not have a look about the products so the understanding and perception
about the products could not be judged so quality always an important factor for the buying
decisions of the customers. From the table it has been found that Instagram gives innovative
ideas about the features of the products and females of Saudi Arabia could develop
innovation and creative ideas in shopping of the different products and the services so
Instagram educates the females of Saudi Arabia and this could also be reflected as an
educational tool for enhancing the knowledge of the females in shopping of the products
online. The launching of the Instagram creates a new window for shopping as Instagram
creates a platform for the females of the 21st century to get to more deep about the products so

they also have more knowledge about the products than the older females and develops a new
style of shopping for the females of Saudi Arabia.
5.3 Analysis of the Findings through variables
The overall paper is showcasing the influence of Instagram on the buying behavior of the
female. The overall paper has been done on the context and background of Saudi Arabia.
After observing the findings of age and income level it can be said that most of the female of
Saudi Arabia believe that Instagram has changed their purchasing style. According to their
feedbacks it is cleared that they are happy to access Instagram for their buying purpose.
5.4 Secondary Data Analysis:
In order to gather the overviews of the respondents several questions are framed regarding
this topic in the online sites. The respondents depicts that it is by the up gradations of the
technologies the buying behaviors of the people has been changed and they can be made an
easy access to the brand. It is by gathering the photos of the products and being the followers
of the company through Instagram that the products can be witness with utmost pleasure. It is
by analyzing the effectiveness of the products comparing with their specific needs that the
purchases take place. The respondents shares that they can avail the proper informations of
the products from their homes and can enjoy the luxury of home delivery. A brief analysis
reveals that the brands that exist in the Instagram have large consumers bases and maximum
of them are the females of Saudi Arabia.
Brands in Instagram

Followers

Pictures
Downloaded
170

Acapulco Gold

5,725

The Deep

30,848

721

Black Scale

52,171

561

Undefeated

43,965

319

The Hundreds

54,962

302

Primitive

47,264

253

It is analyzed by the use of this secondary data that lots and lots of consumers practice the use
of marketing through these applications. It can also be said that the informations and the
pictures along with the specifications of the products that are shared by Instagram enhance

the buying behaviors of the consumers. In this aspect it can be said that the number of the
consumers increases as they get the proper trendy products from the companies with accurate
consumers service and quality. It is also analyzed by the overviews of the respondents that
the offers that are provided by the companies for limited period of time are accurate to their
needs. The survey also depicts that the social media provide the opportunity of window
shopping to the consumers that also saves their time. The buying behaviors of the females are
largely influenced by the quality of the products and the service delivery process.

5.6 Analyzing several factors of the Research along with the claims of the Researcher:
It is by executing the research in the effective manner the perspectives of the researchers
along with the respondents are analyzed in details. Witnessing the entire overviews of the
people it can be said that due to the cultural restrictions of the country the women are bound
to take the help of the social media marketing sites in purchasing their products. The
responses that are gathered by the execution of the survey completely coincide with the logic
of the researcher Evans (2008) in the aspect of social media marketing sites. It is by the
ameliorations of the social media sites the females of the country are free to practice the use
of window shoppings. It is by the use of this practice several products of various companies
can be witnessed in limited period of time and proper informations and specifications can be
identified that are associated with it. The innovative products along with the ingredients that
are used in it can be properly analyzed by the purchasers from their homes that have a deep
influence in their buying behaviours.

In this aspect analyzing the overviews of the

respondents by the help of the research it can be said that the perspectives of the researchers
Blythe (2008) and Brogan (2010) are also truce as this accurate use of the social media site
increawse4 the rate of consumers for the companies and increase the potentials of the
company in terms of growth. As varieties of products can be surveyed thoroughly the chance
of buying the product increases. The referral rates of the companies also enhances through the
existing consumers. Contradictions are also witnessed regarding the overviews of the
researchers and the responses shared by the respondents as according to the researcher Kotler
(2012), the quality of the products is an important factor that alters and influence the buying
behaviour of the consumers. By the practice of the social media marketing the buyers will be
unable to check the quality of the products for which loss can be earned. It is due to these
unfavourable circumstances the buyers can get frustrated and social media marketing can be

shattered. The reactions of the respondents were different in this aspect. The overviews of the
respondents delivered that it is by the use of the social media sites that they can get
innovative and trendy products with proper quality. It is also analyzed that several facilities
are also enjoyed by them while making social media marketing. In case the qualities of the
products are not up to the mark they can use of the option of changing the products for which
cash back facilities are also provided by the online companies. According to them it saves
their time regarding travelling one place to other in search of the quality products. The
research reveals that apart from the facilities that are provided by the companies one
important factor also exists that drives the behaviour of the consumers. The trend of
providing discounts over the products by the companies over their collection for limited
period of time deeply influences the mind of the purchasers. This theory of marketing facility
completely coincide with the logic of the researcher Richter (2012) that depicts in order to
increase the number of consumers and influence their buying behaviours proper marketing
strategies need to be implemented. The consumers use to buy lots of products during this
limited time offers that provide satisfaction to them regarding the prices and the company can
earn their desired incomes. The main objective of the report from the initial stage was poised
on understanding the effective of this social media site over the consumers buying behaviour.
Analyzing all the factors it can be said that it provides an immense opportunity to the females
of Saudi Arabia to purchase their products analyzing all the specifications and informations
of the products. The facilities and the qualities that are provided by the companies through
the online sites satisfy the needs of the consumers and deeply manipulate the buying
behaviours of the consumers.

Chapter 6
Conclusion
6.1 Introduction
In this introductory part of the conclusion of the particular study the study have to be linked
back to the theories of the past literature as well as the main objectives of the research. The
research has been carried out on the impact of the social media platforms like instagram to
influence the consumer behaviour of marketing by the Saudi females. In this section the from
the analysis of the data the various outcomes of the research could be found out with the help
of the statistical data which will be measured in order to fulfil the aims and objectives of the

research. In this section the analysis of the different statistical tools have been done which
includes the regression, ANOVA analysis have been done and the histogram charts have been
depicted from where the conclusion will be sorted out. The intro section also concludes on
the buying behaviour of the females with the introduction of the instagram as the most
effective tool in social media marketing which makes the Saudi females to make the changes
in the perceptions of the customers towards the buying behaviour. From the introduction part
it is also evident that the data collection method and the research strategy is to be depicted
which is important for the research to be carried out (Baki, 2014).

6.2 Analysis
Instagram is a useful application to share pictures, videos through social networking service
to the entire globe (Wankel & Wankel, 2011). The social networking services have the ability
to enable its main users by capturing pictures and videos and share those documents through
social media networking media. Based on this research it has been conclude that Saudi Arabia
is enjoying best intention in terms of financial dynamics that is supported by its Oil industry.
Another development segment of Saudi Arabia is Social networking sites like Face book,
Twitter, Instagram that influence the entire economic condition in worldwide basis. Social
media is a group of internet based application to build the actual technological features of
web. It also allows several applications and features to access the interaction as well as
communication between the people. From the statistical report it has been analysed that
among the total population in Saudi Arabia, 19 % people are using Twitter, 71 % are using
Face Book, 17 % use Instagram and 22 % use LinkedIn. It is also analysed that 40 % female
users have already registered their account in Instagram. Through Instagram they can share
their pictures and videos in worldwide basis. Based on this research it is concluded that
Instagram is become a crucial part of social media networking especially in Saudi Arabia.
This application will enhance the marketing segmentation of Saudi Arabia by delivering an
excellence business performance. The major findings of this research study is analysed the
main impact of Instagram towards the female users of Saudi Arabia by introducing new
opportunities and facilities. It has been observed that Saudi Arabia retain number 2 position
in terms of pictures and video sharing in all over the world. It has been analysed that 40 % of
the popularity in UAE used Instagram as compared to 50 % of Usability rate can be observed
in Saudi Arabia. The women in Saudi Arabia are responsible to expand the E-marketing

popularity in worldwide basis as they always searching free product samples in different
based in the retailer store (Wankel & Wankel, 2011). It has been analysed that in Saudi Arabia
40 % women of the total population use face book as compared to 30 % use Instagram and
other social site applications. Instagram allows large number of audience at a single point to
communicate, share their ideas as well as receives multiple feedbacks or opinions from other
users. It is very easy to install the Instagram as well as very easy to handle for the women
users in Saudi Arabia. The entire research paper is focusing on the social networking system
and its services by maintaining a proper communication an interaction among their users. The
gaps of social sites are filled up by Female user and their behaviour in Saudi Arabia. In Saudi
Arabia more than 90 million people use internet system on daily basis. Most of the female
users in Saudi Arabia use YouTube to share videos in all over the world. But YouTube has
some uploading problems as well as its security is simple rather than Instagram or Face book.
Instagram is a fast application that has reliability for sharing videos in worldwide basis.
Social media plays an important role in Saudi Arabia that not only represents their financial
condition to the entire globe but also share their economic knowledge to the entire globe.
Based on the research paper women in Saudi Arabia are using Instagram to share their
pictures in worldwide (Crowe, 2012).
Nowadays, Instagram is a useful application in Social media that has the ability to
communicate with different types of people, related from different nations. Over 1 million
users had already registered in Instagram where 40 % users are from UAE. This application
expands the popularity of social networking sites by delivering solid services towards its all
users in the entire globe. With the help of these social medias application people have
changed their behaviour also shares their experience in worldwide. In the research paper it
has been observed that Instagram can be used as marketing portal as well as a social media
brands in Saudi Arabia for its huge usages. As expected this services quality expand the
market segmentation as well as financial condition of Saudi Arabia to the entire globe
(Barbier, 2013). It can be observed in the research paper that different factors of Instagram
are analysed that influence the female users in the entire Saudi Arabia. For these particular
reasons most of the retailer organization in Saudi Arabia are looking for Social media sites
like face book, Twitter, Instagram etc by advertising their products along with exciting offers
to the customers in worldwide basis. Female users preferred Instagram rather than twitter and
Face book for its reliability and security purpose. Thus Instagram is now one of the most

crucial social media platforms in Saudi Arabia for sharing pictures and videos in worldwide
basis.
6.3 Limitations
The limitations for the whole study is that the research is mainly focused on the application of
instagram on the marketing of the Saudi women in changing the online shopping habits
which is useful for the women of Saudi Arabia to gain knowledge on the online shopping
which influences the change in their behaviour and perception towards the buying of the
products online (Jha, 2008).The study did not cover the other social media platforms which
also have a strong impact on the marketing behaviour of the women and this has been ignored
in this research. The other limitations could be the strong influence of the culture of the Saudi
women which is making them gain knowledge on the online shopping habits and the
perception towards the online buying of the products. It also outlines the limited strategies
which are to be implemented in this particular research to be carried out.

6.4 Recommendations for Future work

Like various other social media platforms the Instagram is one of the fastest growing and
dynamic social media platform that people from all around the globe can utilize for sharing
their thoughts and views (Evans, 2008). As far as the recommendations are concerned,
familiarizing Instagram to the underprivileged female consumers of Saudi Arabia would be
the most fruitful initiative that might change the world as the witnesses. Instagram is another
form of online media platform that allows the user to familiarize themselves with the vast
range of options they can avail from. Familiarizing with the Instagram would help them to
gather information that might influence their buying behaviour making them more inclined
towards offerings that they never knew or they might get benefitted. Instagram is one of the
most creative and dynamic social media platforms that allow the user to interact with people
(their idols), which again is an effective way to gather information regarding products or
objects one never was aware of. However, Instagram is a electronic social media platform
that demands the user to be aware of the information technology tools and devices. Hence,

the female consumers especially the underprivileged ones must be made educated with every
Information Technology instruments and devices they can utilize in order to make a good
use of the social media platform Instagram.

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Appendix
Questionnaire
Age

20-25

25-30

30-35

35-40

Above 40

Income Group

No Income

$1500-$2000

$2000-$2500

$2500-$3000

$3000 above

Do you think Instagram helps you to view more innovative and trendy products?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

How far do you think that launching of Instagram creates a new window of shopping?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Are you satisfied with the quality of the products which are shown in the Instagram?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Do you think viewing products through Instagram saves your time?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Do you think this Instagram provides you more facilities than any other services?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

How far do you think that Instagram has changed the buying perception of the women?

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree