Consumer susceptibility to country of origin effects has been demonstrated in the past. Formulation of a successful export marketing strategy for Saudi Arabia can be assisted by gaining insight into how the Saudi consumers view a particular “made‐in” label. This study examines Saudi...

States that perceived risk is an integral component of contemporary models/theories of consumer behaviour. Assesses if perceived risk is a determinant of supermarket patronage using Saudi Arabia as an example. Draws the conclusions that: perceived risk is a determinant of supermarket patronage...