The Consumer, the Consumed, & the Devastated: A Longitudinal Study of Jordanian Consumers

Abstract

Based on a longitudinal study of a 120 Jordanian housewives, this study examines the influence of the Arab spring events on the Jordanian consumers in the form of the changes in the demographic and consumption patterns of the Jordanian consumers during the years 2012-2017 (i.e. the Arab spring phase). The results of this study reveals significant implications of the events of the region and governmental policies on the Jordanian consumers and presents the first ever typology of Jordanian consumers. Generally, the findings of this study reveal a decrease in the middle class segment in favor of the upper class. A number of managerial implications and suggestions for solving these issues are also presented. Keywords:Arab spring, consumer issues, Jordan, public policies IntroductionThe recent problems in the Middle East has caused a number of economic issues to the Jordanian customer (Ammonnews, 2012). The continuous bombing of the Egyptian gas line, the blockage of trade between Jordan, Iraq and Syria due to the ongoing war in these countries, and the increased pressure placed on Jordan water, health, and educational resources, all posed serious economic and social issues to Jordanians (Obeidat Obeidat, Obeidat, and Xiao, 2016). As a response, a continuous increase in the inflation rates, shortage of products, decrease in income levels, the diminishment of the middle class, the increase in the unemployment levels (i.e. 12%) were all witnessed in Jordan (Obeidat, 2015). The importance of this study stems from the economic, social and psychological effects that have negatively affected the Jordanian society as individuals and families as a result of the crushing wars which led to political and economic instability in the neighbouring countries. Consequently, the instability of various kinds in the neighbourhood led to negative economic and social effects to the Jordanian society (Obeidat et al, 2016).In general, individuals, families and economic institutions of Jordan have been affected by a series of declines. From the decrease of monthly incomes and the inflation of the prices of goods and services due to the lack of proper supervision of the local markets, in addition to the imbalance in imposing taxes and fees, Which has often been in the interest of the stakeholders of the traders and manufacturers (Obeidat et al, 2016). All this has happened as a result of the change of some laws and laws for the benefit of stakeholders whose number has increased and their potential and potential. In short, what was happening in the local environment due to the lack of supervision and increased stakeholder control led to a number of changes in the structure and capabilities of different segments of Jordanian consumers compared to what it was before the Arab Spring. Despite these issues, most of the research attention has been given to examining the causes of these issues and not their influence on the Jordanian customers. Therefore, this study aims to answer the following research question; how did these issues influen...

The Factors Affecting Jordanians Housewives Consumption Behavior: A Qualitative Approach

“…In Jordan, the study of Obeidat (2017), confirmed the impact of demographic, commodity and seller factors, as well as the impact of some external factors in influencing purchasing behavior. Consequently, due to the lack of studies examining consumption behavior and the factors affecting it in Jordan, this study aims to identify the impact of the psychological and social factors of Jordanian households on their purchasing and consumption decisions and at a difficult economic stage.…”

“…Finally, 12.6% of the sample identified the bad customer service provided to them in store as the reasons they refrain from purchase and consumption. This factor was found to largely influence purchase, purchase intentions, and acts of complaining and revenge (Obeidat et al 2017). …”

“…In our current societies, families are forced to modify and develop their commodity and service needs as a result of their ever changing psychological and social needs (Obeidat, 2017). Moreover, since housewives have the most influence on the purchasing behavior of the family, various studies and scientific research have focused and continue to focus on their views of the factors affecting the purchase behavior of the family (Schiffman and Wisenblit, 2014).…”