Existing Sources of Information and Their Impact on Consumer Protection in Saudi Arabia “The Mediating Role of Marketing Learning"

Abstract

The study aims at determining the impact of the existing sources of information on consumer protection in Saudi Arabia. It also aims at determining the statistical differences in the marketing learning concept and consumer protection level in Saudi Arabia according to information sources and demographical factors.

To achieve the objectives of this study, an exploratory sample of 58 individuals is chosen. The study population consists of all Saudi and residents consumers, 5.8 million peopleaccording to the 2014 census,in the city of Riyadh. Simple random sampling is used to collect the study data, 386 individuals are selected.

The study concludes that there is an important statistical impact of information sources on the formation of marketing learning. There is a statistical impact of marketing learning on consumer protection level in Saudi Arabia. The study finds that there are no statistical differences in marketing learning concept and in consumer protection level in relation to the difference in existing sources of information, but found these differences in both of them according to the difference in academic level in favor of M.A holders. Finally, the study suggests some recommendations to enhance marketing learning and combat commercial fraud practices in Saudi Arabia.