Consumer Behavior

Getting Ready for a New Life: Saudi Bride-To-Be Shopping Experiences

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Abstract

In Saudi Arabia, a wedding is a significant occasion requiring extension preparation. Researchers have not yet explored how bride-to-be's consumption patterns might be shaped in a tradition-oriented culture like Saudi Arabia. Thus, the purpose of this study was to explore the Saudi woman's bridal shopping experience during her transition into marriage and the meanings reflected in the purchases made. Qualitative data were collected via in-depth interviews with 14 Saudi women who were engaged to be married. Data were analyzed using constant comparison processes. Analysis revealed three themes, including: (a) Facilitating the liminal transition to new life, (b) Resisting complete change, and (c) Complication and ambiguity of the bride-to-be's transition experience. Saudi brides-to-be engaged in complex identity construction processes to construct an appropriate new identity and appearance to embrace and project the symbolic difference between single and married life.

How to Cite:

Tawfiq, W., Damhorst, M. & Sanders, E., (2018) “Getting Ready for a New Life: Saudi Bride-To-Be Shopping Experiences”, International Textile and Apparel Association Annual Conference Proceedings 75(1).