Despite the fact that cross border trade of various entities like people, products, ideas, etc. have resulted in cultures getting mixed up and losing their core identity, yet the foreign element in the home culture has not fully revamped the local culture anywhere in the world; the glimpse of the home culture remains there no matter how much the foreign culture influences it. However, this phenomenon does lead to the outcome that culture is no more a static variable but is dynamic and continues to grow as embedding of culture takes place. This dynamicity and the cross border trade has actually led individuals into behaving differently in a differing set of circumstances or simply put, they tend to portray different culture or cultural identities in different situations. Observations reveal that this is a major issue with immigrants in particular as they face dual challenge; adapt to the local environment and retain their identity. Subsequently, the arising phenomenon leads to the outcome that consumers tend to utilize varying facets as they come across different situations.
The purpose of this research is to analyze and differentiate between situations and circumstances that make consumer use one of the facets and prefer one over the other defining a varying consumer and consumption pattern. This research is to be conducted in the environment of Saudi Arabia. In particular, this research is aimed at investigating and highlighting the cultural variables that derive the process of marketing communication, perception of quality of service, and choice of consumption in the various categories of products and/or services. Consider the example of a young lady in Saudi Arabia; the first consideration when going out would be towards religious concerns in terms of meat and choice of restaurants. The same lady would definitely move beyond religious considerations when choosing an institute to study, for example. Even when the female goes towards shopping, the consideration and precedence for fashion and societal acceptability might be on the higher side. Similarly, her attraction to an advertisement may be totally opposite to what her clothing or religion or institute depict her personality to be. Understanding, comprehending and investigating the variables that derive these patterns of choice and consumption is the underlying aim of this research.
Saudi Arabia has a different and unique set of characteristics that are associated with its dynamics and other variables. Some of these are listed as below:
Firstly, the population constitutes various nationals present, and some of them tend to be influential due to the background or their strength.
Secondly, the fact remains that Saudi Arabia is an expatriate driven economy, and the expats there have strong affiliation with their nations as they cannot gain the citizenship status therewith.
Thirdly, Saudi Arabia nationals have this tendency of traveling overseas and interacting with individuals from various customs, backgrounds, religions, cultures, norms, etc.
Another point of consideration is the tremendous growth that is currently