TY  - JOUR
T1  - The Impact of Saudization on Saudi Women Consumers
AU - M. Alzahrani, Amal AU - Elhage, Afaf O. AU - Q. Alatawi, Ahlam 
JO  - International Business Management
VL  - 13
IS  - 8
SP  - 362
EP  - 365
PY  - 2019
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2019.362.365
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2019.362.365
KW  - Saudization retail sector
KW  -ABC Model of attitudes
KW  -shopping experience
KW  -workers
KW  -Saudization
AB  - The need to reduce unemployment rate is a core responsibility of government and several countries
are applying progressive initiatives to do so. Saudization is an example of such an initiative; Saudi Arabian
policy introduced in 2003 to reduce percentage of unemployed Saudi nationals. The Ministry of Labour is
exploring the possibility of Saudizing the vast retail sector, especially, commercial centres and malls as part
of its efforts to find more areas to employ young Saudi including women. The purpose of this study is to
investigate the impact of Saudization on Saudi women’s attitudes to the retail sector (Saudizing shops from
female customer’s perspective). The literature review examines previous empirical studies on the context of
Saudization in the retail shops, factors that affect Saudi women shopping experience as well as a theoretical
framework in this context. Data for the study has been collected through a survey completed by 173
respondents. The results suggest that the presence of female workers minimize the feeling of embarrassment
and creates a pleasurable shopping experience for Saudi female customers. The findings confirm that Saudizing
shops has a significant impact on the shopping experience of Saudi women in the retail sector.
ER  -