الملخص الإنجليزي
Abstract:
The discipline of consumer behavior comprises the study of individuals, groups, or organizations
and the methods that they use to choose products and services to satisfy their needs and wants. The
field of consumer behaviour (CB) started in the 1940s through 1950s and it originated as a sprout
of the marketing discipline (Shin, 2013). Over the years the field has evolved and undergone a
transformation and has since developed into a trans-disciplinary social science field. The field now
straddles across many areas; it now integrates traits of sociology, ethnography, social
anthropology, psychology, anthropology, marketing, and behavioural economics. The issue of
consumer behavior is an important aspect of business, and it continues to attract extensive attention
from academic researchers and marketing field practitioners alike due to its colossal impact on the
success of the retailing industry. That is why understanding consumer behaviour is vital as this
helps the marketers, to gain insight into customers' attitudes, thinking, actions, and responses
towards digital marketing use.
The main objectives are a) To establish the factors that affect customers' attitudes towards
purchasing food products over the internet in Saudi Arabia, b) To enumerate the factors that Saudi
Arabia are consumers prefer during online purchasing of food products, c)To gauge customers'
attitude towards online shopping of food products influence the Saudi Arabia customers' intention
of starting and continual buying of food products online, d) To establish an efficient way for
overcoming the drawbacks of online shopping and increasing the potential sales of the online store,
and e) To establish the major factors that affect Saudi Arabia consumers' concern towards online
shopping. The research uses the research quantitative method approach through using the
questionnaire form and use the SPSS Statistical Software to perform the analysis.
The study's findings showed that there are six factors that make up the digital marketing
orientation: consumer expectations, credibility, amusement, irritation, informativeness, and
promotion. All of these factors were found to be crucial in determining customer satisfaction and
attitudes toward digital marketing, which has an impact on the fast-food industry in Saudi Arabia.
Keywords: fast food, digital marketing, Saudi Arabia.
