Posted: March 18th, 2022

CULTURAL CHALLENGES OF OPERATING IN QATAR

The dissertation studied the cultural challenges of international clothing companies in Qatar. In recent years, many foreign companies have expanded in to the Middle East as part of their global expansion strategy.
Background to the Study
Globalization has put pressure on businesses to internationalize their operations and functions in order to survive and sustain in a competitive market. The increasing need to take business abroad and attract international customers, has made entrepreneurs and business owners to become innovative and find effective strategies to internationalize their businesses. The globalization and internationalization of businesses is a growing area in today’s economy as firms try to acquire a competitive edge in the market Robinson (1984). When expanding internationally a firm needs to consider its mode of entry, the mode of entry will be determined by the market attractiveness, which is determined by a high market growth, if it has a low political risk, the attitudes they have to foreign investment, and the favourable competitive market environment.
One such nation companies are seeking to venture into is Qatar, which has shown remarkable developments in economic, political, and social aspects. However, any international business seeking to succeed in this market has to deal with the social, cultural, political, economic, legal and environmental factors. It is evident that the Qatar social cultural practices have a strong influence on consumer market, advertising, and business practices, especially the clothing industry. Consumers are under the influence of social-cultural influences like Islamic culture, which influence the consumer to be honesty, respect, peacefulness, kindness, modesty, community, and purity (Al-Buracy 2004). The consumer is also under the influence of the rules of the Qur’an and Sunnah (Gole 2002). The consumer is expected to respect laws where the Qur’an guides women and men on how to dress and conduct themselves modestly and with respect (Rice and Al-Mossawi 2002).
Clothing is an important aspect since the choice of clothing a person wears indentifies their gender, social, and religious identities, as a means through which wearers place themselves in the society through established codes of behaviour (Gibson 2000). Clothing is an important element to the culture in Qatar for, modesty is required, especially of women who are expected to wear clothes that cover their bodies (Al-Qarawadi 1995). This requirement for modesty is an aspect that has affected the market entry mode for international clothing companies into Qatar and the Middle East in general (Boulanouar 2006). The requirement for modesty clothing is translated into different styles and forms of hair and body covering, like the black abaya in Qatar and emirates for women, and the white thoub for men and head covering ghatra (Al-Qarawadi 1995).
The study of the clothing market in terms of marketing, consumer behaviour and cultural influences for an international clothing company is of importance for this study. The study of cultural influences and the challenges they pose to clothing companies is of importance since Qatar is a nation undergoing rapid economic, social, and political changes. It is one of the countries with the highest GDP per head in the world with rapidly expanding economy. The changes in Qatar are indicated in the shifts in discourse taking place in religion, beauty and modernity, in advertising, media and commercial imagery (Belk, Gressel and Sobh 2008). This study is of importance since the desire for leadership to have modernity and openness like the western countries has led to the embracing of western values and cultures, which has created a cultural and national challenges. It is evident that new clothing styles and modern adornments have been adopted by young Qatari women, leading to a form of conflict with traditional Islamic and Middle Eastern cultural practices (Boulanouar 2006; Gole 2002). The tension between cultures is due to the western culture of display of women’s beauty and sexuality to the public, with the modern Abaya, having haute couture garments (Belk, Gressel and Sobh 2008). Therefore, a clothing company in this market has to face the varying cultural influences that are reflected on the type of garments they have to sell. Businesses use marketing and advertisements approaches to communicate with their potential consumers, by identifying, anticipating and satisfying their needs. A clothing company therefore seeking to operate in Qatar faces serious and significant inherent cultural practices that influence the behaviour, preferences, and style of consumers.
This study identified that a clothing company in Qatar has to face challenges of adapting their business processes and products to the Islam code, which identifies Halal and Haram, which refer to what is lawful/permitted and forbidden/ prohibited, respectively. The research explores the fact that marketing strategies in Qatar are required to be founded on Islamic ethos. Where, the production processes of any good and service be innocent and pure from the beginning to the end, based on the Qur’an and Sunnah, (Al-Faruqi 1992) and must make use of value-maximization approach over the profit-maximization (Saeed et al. 2001). It is also noted that the marketing strategy of branding is not separated from the Islamic faith, where a company and its name must depict trade relations that are have sincere intentions, where business parties meet good deeds and are not just interested in material benefits. The expectation is that these values a reflected in the supply chain, distribution, marketing and advertising channels for all businesses. Therefore, Islamic principles and cultural practices guide the consumption patterns of consumers and should be applied to the core of many company’s marketing principles and business line (Alserhan 2010).
In the Middle East, companies can not have the same range of products linked to specific clothing lines and does not perform the standard services as in the West. If the correct product is not offered in the appropriate way, it can lead to negative consequences for the business. Product selection and promotion are two important factors reflecting the profitability of international clothing companies (Hollensen, 2007). The problem area for the present research refers to how to adapt these elements to a new market of the Middle East with particular focus on culture. To solve this problem, the study explores various cultural factors in Qatar that may affect and present challenges to clothing companies.
Problem Statement
The identifies that two factors from the promotion and product factors of marketing mix method and marketing strategy approach of consumer behaviour, are affected by cultural restrictions. The product mix and consumer tastes area affected by Qatar cultural practices, like the requirement for women to wear clothing that elicits modesty and completely covers their bodies. This is a marketing challenge as European clothing companies with traditional western marketing strategies cannot censor their clothing lines and follow these Islamic strategies. Qatar is under the influence of cultural practices and Islamic religious beliefs directed by the Qur’an and Sunnah, where the latter is the recorded sayings and writings of Prophet Mohammed. The challenge of many clothing companies is the great influence these laws have on the conduct, behaviour, tastes, and preferences of consumers. This is because, under these teachings, the consumer is influenced by Shariah law that enforces requirements and guidelines for dressing, under the dichotomies of Halal and Haram which translates to allowed and forbidden. An emphasis will be placed on religion and social values in the study and treated in a separate section as it is an important factor in the region. Moreover, the focus is on companies in the clothing industry, given that they are operating in Qatar’s industry, a clear difference can be observed in promotion between the West and the Middle East. Since much of the Middle East is made up of مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab countries, the focus will be on the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab culture.
Aims and Objectives of the Research
The main aim of this research is to investigate and analyse the current cultural challenges and make recommendations for creating an appropriate and effective European ladies clothing brands in Qatar. The specific objectives of the research are:
1. To identify current cultural opportunities and trends conducive for an European clothing chains in Qatar
2. To identify cultural aspects that pose as barriers to European clothing chains in Qatar
3. To examine the extent of effect of these cultural challenges on European clothing companies
4. To investigate the adaptation of products and promotional strategies in the Qatari culture
5. To recommend appropriate product and promotional strategies for clothing brands entering the Middle Eastern region.

Rationale for the study
The study is carried out since there is credible evidence that there is tension between culture and modernity in the Qatari fashion market. Modernity in the Middle Eastern region has arisen from the wealth of oil exports and the liberalization and reforms of the region. This has brought about rapid economic, political, and social developments, where foreign investments, companies and products have found a market in the region. Modernity has created a class of consumers that are seeking superior, high-end and expensive fashion, especially in clothes and adornment in the upper and middle class consumers. However, Qatar remains a predominately مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic and Islamic culture and tradition, in which the family is the pillar of society. It is evident that this situation is created by the leadership and rule of His Highness emir, Sheikh Bin Khalifa that seeks developmental initiatives that guides the nation to development, while maintaining a strict Islamic and مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic culture. It is deemed vital that the research identifies these cultural factors that affect the performance of a clothing company in Qatar.

Chapter 2 – Literature Review
Introduction
Despite the rapid development in economic, political, and social aspects, Qatar remains a predominately مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic and Islamic culture and tradition, in which the family is the pillar of society. Under the leadership of His Highness emir, Sheikh Bin Khalifa, the nation continues to implement important developmental initiatives that will guide the nation to development, while maintaining a strict Islamic and مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic culture. It has been identified by literature that one of the main challenges for operating in this nation is the existence of modernization and the preservation of traditions. Companies wishing to operate within this region must realize that despite the rapid economic and social growth, there exists strenuous tension between the old and new ways of life. Islamic traditions in this nation are deep rooted, as they direct the course of values, and manner of conducting business.
This chapter would analyze various literary materials that look at the cultural values in Qatar and how they relate to the clothing industry. This critique is hoped to offer the research background knowledge on the topic by creating a theoretical framework.
Islamic Cultural Values to Clothing
There is need for any organisation seeking to operate within an مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab nation like Qatar to understand that Islamic religious background play an important role in the world of business and marketing strategies. The مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab clothing and fashion market is rapidly changing and growing as is under the influence of a growing class of clientele, which is seeking branded products and popular images. According to Alexandru (2007), this market is under the influence of two classes of fashion cultures, the first is a class of clients who are aware of trends and are looking for good taste, and those that seek the more conservative look. Therefore, many fashion designers try to modify the traditional veil fashion with modern looks to satisfy both classes of clients.
A research carried out by Jill and Limooch (2011) revealed that the Islamic traditions and values viewed clothing from a gender perspective as what is “suitable” and appropriately “modest”. The culture associates the Muslim woman to the Islamic Dress (Hijab), which represents the female self, and defines a woman’s interactions with men (Zwick and Chelariu 2006). The tradition has been to separate women participation during social activities like sports, from those of men. The Hijab is a women’s modest attire, that is made from a rectangular fabric folded and worn over the head and the Khimar is a veil won over the head (Rahma 2009). This offers the research with the fact that traditional Islamic wear is still fundamental clothing to this society.
However, despite the inherent Islamic cultural tastes among clothing consumers in Qatar, few studies have looked at global business and marketing strategies from an Islamic point of view (Alserhan 2010). Saeed et al. (2001) showed that many international companies seeking to venture in this market often fail to have adequate marketing strategies founded on Islamic roots due to a lack of clear understanding of the inherent cultural practices in the region. Rice and Al-Mossawi (2002) showed that foreign companies operating in GCC nations like Qatar, need to consider Muslim requirements and needs, beyond the traditional international marketing strategy (standardization versus adaptation) by focusing on particular Islamic principles and traditions in the market. This is because is as identified by Alserhan (2010), that Islamic principles and cultural practices guided the consumption patterns of consumers and should be applied to the core of many company’s marketing principles and business line. These studies therefore, advocated that any company seeking to succeed in the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab market must employ the use of a marketing mix strategy, which have been adapted specifically for the Muslim market (Alserhan 2010; Saeed et al. 2001; Rice and Al-Mossawi 2002).
Cultural and Religious Influences in Business
It has been realized that many foreign companies operating in the gulf region, especially in Qatar, face serious challenges of adapting their business processes and products to the Islam code. Fisher and Bailey (2008) showed that the world of business in Qatar is under the influence of strict codes of conduct under the primary authority of Islam, as directed by the Qur’an and Sunnah, the recorded sayings and writings of Prophet Mohammed. These codes are important for as offer the ardent Muslim follower the rule or living a religiously accepted life. The Sunnah offers actual words, actions, and practices for the Muslim to use when interacting with family, friends, and government Fisher and Bailey (2008). It is these codes that dictate what a norm is, as the shaking of the left hand is considered abomination since the left hand is dirty.
A research carried out by Rippin (2005) proved that any business activity undertaken by a company in the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab world is under the dichotomies of Halal and Haram, which refer to what is lawful/permitted and forbidden/ prohibited, respectively. These codes of conduct dictate which products and services are prohibited and lawful. Another important code that determines Islamic culture is the Shariah law that enforces dietary requirements and guidelines for dressing. Rippin (2005) found that this code dictated the type of clothing won in public, as Fisher and Bailey (2008) found that sexually provocative clothing was not permitted in public. It if this law that determines the type of clothing that trends, the display of clothing in shop windows. A clothing company seeking to operate in Qatar is under the influence of this law, as sexually provocative clothing are frowned upon or do not fast trend.
The Islamic consumer is under the influence of such a law, as is evident in the case of the definition of women’s clothing in public. The tradition in Qatar is to have women and girls wear the Abaya, attire, made up of a cloak worn on other clothing. This clothing is traditionally made from black synthetic fibre, with the occasional coloured embroidery decorations or sequins added to it. The shariah law prohibits the exposure of any body part in public, even during activities like sports and swimming (Zwick and Chelariu 2006). For this reason, attires like the Abaya and Hijab are won from the head to the ground, or over the shoulders, and are combined with the headscarf or face veil (Rahma 2009). It is on this law that Jill and Limooch (2011), found that women in Qatar were limited in participating in sporting activities, offered separate women sporting events and the wearing of Hijab. Ruby (2006) showed that the wearing of the Hijab to the western world is a significant identifier of the oppression of Muslim women, and women subjugation, which must be rebelled against. However, to the Muslim culture the wearing of the hijab is a mode of clothing and the respect of the female form (Zwick and Chelariu 2006). The challenge for many fashion companies and designers is the adoption of the western look in to a culture that believes the complete cover of the human form is acceptable and right. Therefore, since dressing and clothing are a representation of the cultural values of any society, a company seeking to succeed in Qatar market should therefore considered the codes of ethics on clothing especially in public. The need to understand the Muslim cultural values and religion is due to evidence from research, which shows that the Muslim consumer is different from their western counterpart, since the Muslim consumer. Young (2010) proved that the Islamic religion played a central role in decision-making process of consumers making the Muslim market different from the western market in terms motivation, behaviour, and structure. This is because the Muslim consumer holds the belief that they can reach success by staying true to the core values of their religions (Gooch 2010).
Another challenge of operating in the Muslim market is the difference from western marketing practices, given that Muslim marketing strategies do not recognize the division between secular and religious dimensions (Kavoosi 2000). In Islam, the business activities carried out are under the influence of social functions, under the guidance of the guidelines offered by Prophet Mohammad. Kavoosi (2000) showed that Islam offers rules by which business must be conducted, and through which the market economy, trade of goods and services, and problem solving are determined. The goal of these rules is to direct these functions towards the maximization of individual and community interests as well as encourage non-profit sharing (Al-Buracy 2004). The expectation of the Islamic business culture is that any business operating within this region must follow fundamental values, which include sincerity, honesty, respect, peacefulness, kindness, modesty, community, and purity (Al-Buracy 2004; Alserhan 2010).
A research carried out by Alserhan (2010) also provided the fact that within the Islamic business field, branding is not separated from faith. This is depicted where trade relationships reflect the sincere intention of the business parties to meet a good deed, not just in material benefits, creating the domain for Islamic manufacturing, selling, advertising, and distribution.
The research carried out by Al-Faruqi (1992) showed that by following the rules of the Qur’an and Sunnah, a company operating in this region has its four elements of marketing mix being governed by Islamic religious and cultural values. The Islamic principles require that production processes of any good and service be innocent and pure from the beginning to the end (Al-Faruqi 1992). Saeed et al. (2001) provides evidence that within this culture, the business world is under the direction of a value maximization approach over the profit maximization approach often characterized by western worlds.
Towards this end, the expectation of any company operating its production, and marketing aspects in Qatar must follow environmental protection and human safety measures, as a sign of respect for Shariah, and welfare for the community. As the research carried out by Al-Qaradawi (1995) showed every product created by a company must represent the Muslim culture and values, for this reason the clothing industry is under the influence of Halal, where modesty is central. The Qur’an offers guidelines on how women and men should dress and conduct themselves, for this reason, any clothing company must regard these rules with keen interpretation (Rice and Al-Mossawi 2002). The implication is that a clothing line must reflect the modesty and show welfare and respect to the Islamic culture. Therefore, clothing companies are not encouraged to promote clothes that are tight fitting, have sexual connotations, transparent, and expose excess skin (Al-Qaradawi 1995).
This critique of research shows that for any clothing company operating in this region, the key to success is to be Shariah-compliant. The study carried out by Ogilvy and Mather (2010) showed that fashion was ranked the second product in category in terms of its importance to Shariah compliance. The implication is that clothing brand is important to Islamic values and hence must be adhered to by companies. The key aspect of Shariah compliance in the marketing and manufacturing of clothing that companies need to remember is that all clothes must satisfy Islamic value of modesty. Furthermore, Saeed et al. (2001) made the argument that “even with the boundaries of conservative clothing required by Islam, fashion styles are culturally, and geographically diverse and need to be taken into account”.
The other challenge that a clothing company can face within the region are the rules that govern the type of communication or promotional message used. Rice and Al-Mossawi (2002) showed that according to the Islamic perspective, the type of communication between persons must be polite, direct, and kind and must be reflected in promotional communication. The rule is that advertisement promotions used by companies must not have exaggerated advertisements characterized by lying, regardless whether it is a metaphor or embellishment. Saeed et al. (2001) discussed that within the gulf region, emphasis on commercials is placed on quality, durability, tradition, and integrity of the products and the seller as compared to western advertisements. Kavoosi and Frank (1990) had earlier on provided information on the fact that Islamic faith did not condone any type of deception in advertising, such that all types of defects should be disclosed to the buyer. Other promotional techniques that are not allowed within the Islam culture is the inclusion of sex, emotional or fear appeal, false testimony and pseudo-research appeals (Saeed et al. 2001). The use of these appeals is not acceptable since the Islamic culture does not encourage the taking of advantage of the basic instinct of a person with the hope of gaining profit and increase of market share. Moreover, as Razzouk and Al-Khatib (1993) showed, the Islamic faith does not encourage the stereotyping of women and their use as objects in an advertisement, or the use of suggestive language and behaviour in promotions. These researches show that such restrictions are followed closely in the Kingdom of Saudi مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabia and Qatar.
However despite these strict rules, research also offers hope for companies operating in Qatar, since it is evident that more than 55% of average consumer is more interested in branded goods, therefore, companies with strong brands which modify their goods to meet the needs of Muslim consumers have a chance to develop a strong loyal consumer base (Alserhan 2010). Young (2010) proved that there are many opportunities for clothing companies seeking to promote their fashion to the Muslim consumer. This is because, it was found that the Muslim fashion industry is growing rapidly, with consumption estimated at not less than $96 billion in 2007 alone and in recent years with the increase in oil prices, the disposable income of the citizens of the Gulf countries is likely to increase significantly. Therefore, as the economies of these countries mature, it provides good market for the companies with the appropriate marketing mix that is culturally sensitive and responsive.

Chapter 3 – Methodology
3.1 Introduction
A description of the process used in the collecting, analyzing and interpreting the research questions is presented in this chapter. The process is expected to fulfil the characteristics of research, which include controlled, systematic, rigorous, verifiable, critical, and empirical (Kumar, 2005). The sections presented in the chapter provide qualitative survey methodology to exploratory nature of the research area. A description of quantitative approach and qualitative research approaches is presented. Quantitative research is used to test the hypothesis, while qualitative research seeks to create a deeper understanding of the data which is suitable for identifying and linking the underlying cultural values with product adaption and promotional strategies of international clothing companies.
In this study, a combination of deductive and inductive approaches would be used. Hypotheses will be developed from the empirical data collected to determine how clothing companies should adapt to a new culture and new country within the framework of religiously sensitive and conservative society. The next phase of the study will be to look into existing theories and observe connections that may strengthen the hypothesis. The analysis from this approach will encapsulate findings permeated by this interaction between theory and empiricism.
The survey will comprise of semi-structured interviews to be carried out in the stores of international clothing companies namely: United Colours of Benetton, Zara H&M and Mango. These brands have been chosen due to their broad global operations and convenient accessibility in shopping malls in Qatar. The research respondents will include shop managers and sales persons and the interviews will be facilitated by a prepared interview guide. Secondary data will comprise of scholarly articles and researches on cross-cultural product endorsement of international clothing chains particularly in Islamic context.
3.2 Philosophical Approaches
For the study to have credibility and validity, the study made considerations for philosophical approaches since, “they define beliefs, perceptions, assumptions, and nature of reality of the research” (Flowers 2009, p.2). Philosophical conditions are used in the identification of assumptions, beliefs, and nature of reality, perceptions and the nature of truth in any research (Easterby-Smith et al. 2008). Therefore in order to reduce personal inference, made from preconceived perceptions and assumptions, philosophical conditions will be established.
The first philosophical approach adopted for this research is the positivist paradigm. The positivist point of view is drawn from natural science and is characterized by the testing of hypothesis drawn from theoretical framework. Therefore the approach is a deductive test of the measured observable realities. Positivism is based on truth, reason and validity and places great attention to facts. In this approach facts are obtained from pure observation and are analyzed empirically by quantitative techniques, experiments or surveys Flowers, (2009, p.3). According to Bryman (1984) the paradigm of positivism is characterized by a methodological approach “exhibiting a preoccupation with operational definitions, objectivity, replicability, and causality” (77). Therefore through this paradigm, the assumption made is that the Qatar’s cultural influences on international clothing companies can only be realized through the scientific measurement of employee behaviour. By following this approach the research will only deal with data that is obtained from facts. Therefore only data derived from statistical means will be acceptable. This then ignores the data collected from perceptions made of the behaviour of the respondents. However, the approach provides the researcher with a dynamic view that enables them to look at the various cultural practices, thoughts and beliefs that affect consumer behaviour and directly affect marketing and business strategies for companies that operate in Qatar.
3.4 Research Instruments
The choices of quantitative and qualitative research methods require the use of survey questionnaires as the primary data collection method, while qualitative methods entail observation and interview of the survey respondents. Through, the positivist approach, quantitative research approaches, experiments and surveys, will carry out research that is based on validity, reason, and truth, while placing great emphasis on the facts which are obtained from pure observation and empirical analysis (Bryman, 1984). The aspects of the quantitative and positivist approaches were found applicable for the research since it deals with the cultural practices of Qatar, and looks at the influences culture has on the people, policies, business and marketing strategies. The quantitative research approach was selected to make use of tools that test the hypothesis of the research and obtain data from a survey of international clothing companies operating in Qatar on cultural influences on their business. The empiricist method implies will investigate cultural influences on women clothing by comparing between western and مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic clothing. Western clothing to be studied in the survey are separates (tops, skits and trousers) and investigate how acceptance of these items influences the choice of the items in an international clothing store. Traditional مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic wear and clothing under investigation are the Abaya, Jalabiya, and the headdress.
Qualitative research methods were selected since, “they emphasis on processes and meaning that are not rigorously examined, measured, in terms of amount, quantity, intensity, or frequency” (Denzin and Lincoln 1994, p.3). This aspect is crucial for this research, since the evaluation of the Qatar’s cultural influences on the business practices of an international clothing company requires the use of insight, discovery and interpretation of data presented apart from testing of the hypothesis, which quantitative methods provide. Moreover, qualitative research approaches are based on philosophical approaches which are “underpinned in the phenomenological and symbolic interactionism” (Bryman 1984, p.78). This implies that the qualitative research method selected will follow the interpretivist philosophical paradigm, which makes the researcher to make sense from interpretations made of reality. By making use of qualitative research methods, the study of cultural challenges of international clothing companies in Qatar will be subjective in nature. Interpretations will be made of the observations made of the retailers at Zara, H&M Mango and United Colours of Benetton, with comparisons being made with UK store experiences by looking at store layout, merchandising, in-store promotions, and ambience. Subjectivity is vital, for it eliminates biasness which arises from the interpretations made by the individual from a biases point of view. Moreover, the research will have a dynamic view since the subjectivity will make the individual look at all angles or possible variations of the problem.
6. 3.4.1 Questionnaire
Questionnaires have proven and have stood the test of time to be a useful survey tool that is reliable in data collection (Foddy, 1993). To Boynton, (2004), questionnaires provide an objective way of collecting data on beliefs, attitudes, knowledge, and the behaviour of people. The questionnaire is a main data collection method for surveys and quantitative research approaches (Oppenheim 1992). There are several factors that a researcher needs to be aware of, which determine the reliability of the questionnaire. These are, “the patter of its construction as well as its length and its content. In order for the research questionnaire to be effective, it was constructed under the guidelines given by the research objectives to ensure that there is relevance of the questions with the research; this also ensures that the research is credible” (Oppenheim, 1992).
Questionnaires were made the primary data collection method for this research, because they are relatively cheap to administer and construct and therefore, are convenient for use. In order, for the survey answer to have uniformity, respondents were given similar questions, where uniform questions ensured that the questionnaire offers research validity (Robson 1993). Moreover, through the use of open-ended questions the researcher is able to have respondents express their views. Questionnaires are often self-administered, posted, or administered by interview, where the choice is interview administered questionnaires. The questionnaires included checklists of options, attitude scales, to increase the variety of research methods (Brown 2001), in order to measure all the variables like demographic data, qualification of the clothing shop attendant and work experience that could affect the results of the data. The measurement of a questionnaire depends on several factors, which include the nature of the population, analytical or factual. If a questionnaire is factual, it has fewer complications, while analytical questionnaires are largely value laden (Dornyei 2007). For this research, the questionnaire designed was factual with checklists and rating scales to reduce the complexity of the data.
To “reduce biasness, and deal with topics like attitudes, opinions, social representation, brand images, awareness, values, precepts and stereotypes from respondents” the questionnaire was value-laden by using complex questions (Brown 2001). Responses to such questionnaires are under the influence of respondents who are influenced by their environment (Oppenheim 1992). The findings of a value-laden questionnaire are difficult to validate as they reflect the state of the mind of the respondent at any given time. In the process, the questions used in the survey were based on the research objectives and research questions identified in the proposal, efforts were made to link these questions with the findings of the literature review.
The questionnaire was developed by passing it through different stages to improve its contents and overall appearance. The first stage was the background stage Dornyei (2007), where, the purpose, research questions, objectives, and research hypothesis were examined to determine the type of questions to be asked. This stage also entails the determination of the audience, especially their background, readability levels, and the process used to determine respondents-either sample vs. population. These characteristics are determined by the review of literature review that identifies the target respondent group, its demographics and characteristics (Dornyei 2007).
The second stage is the questionnaire conceptualization stage, where a thorough understanding of the research is carried out to generate research questions and statements for the questionnaire. At this stage, the researcher must identify any assumptions, perceptions, facts, opinions, and any variable that will affect the outcome of the questionnaire (Oppenheim 1992). The third stage is the pilot test. Here, the researcher requested five of his peers to act like respondents and respond to the questions. They were supposed to identify any mistakes or comments that could help in improving it (Long et al. 2000). Based on the responses, the questionnaire was revised where sequencing was adjusted and some questions rephrased.
3.4.2 Personal Interviews
The open-ended questions were also used to conduct interviews to cover factual and level of meaning. Interviews are seen as a viable means to getting behind the meaning of a respondents story, and are most frequently, interviews are a follow up to questionnaires. The administration of the questionnaires also entailed a small interview, on a one-on-one interaction with the respondents to gain interpretation of information given. This is because the interviewee explains themselves through physical and verbal language. Verbal language amounts to the choice of words, tones, and connotations used in speech (Kvale 1996). At the same time, the interviewer can make interpretations from bodily actions that emphasis what they mean. These are like facial and hand gestures, and the position of the body as they speak. By making a follow up on the questionnaires, the interview will help the research realize meaning to the responds (Kvale 1996). In this research interviews will be conducted though personal means in order to reach those who are accessible. Secondary data will comprise of scholarly articles and researches on cross-cultural product endorsement of international clothing chains particularly in the Islamic context.
The questionnaires and the interviews carried out on international clothing company managers will seek to investigate: Product ranges and individual product that are unique to the Qatar and UK markets, which are duplicated in both markets, which consumers purchases the products. Variables also to be measured by the survey are: The range of customers in the UK; The range of customers in Qatar; Is this constant or developing/changing; If changing then it affects; The volume of sale; The proportion of sales; The amount of competition; Price differences; The importance and significance of branding; Importance and type of promotions used for products / retailers; In-store; In other media; Expenditure patterns; Proportion spent on traditional مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic clothing; Proportion spent on western clothing which has been adapted to the Qatar market; Proportion spent on western clothing which has not been adapted to the Qatar market; and Future changes / developments and what the drivers are likely to be for this change.
3.5 Research Site
The research will be carried out in Qatar on stores of international clothing companies that are looked as a case study, indentified as United Colours of Benetton, Zara, H&M and Mango. There are two stores for United Colours of Benetton located in the capital city Doha. The survey will administer questionnaires to the managers of the retail shop located at Almana tower shopping centre that has the brands United Colours of Benetton, Benetton kids and Under colours of Benetton. The second store is located at landmark Doha shopping Centre with the Benetton Kids brand. The second international clothing is Mango clothing stores, located also in the capital Doha that specializes in women clothing, shoes, bags and accessories and has 7 retail outlets in Doha alone. The survey will interview the managers of the seven stores that entail Mango retailer in Almana towers, city Centre, city centre shopping mall, landmark, landmark shopping mall, the mall shopping centre and villagio mall.
3.6 Sampling
The sampling was done according to the research design, therefore, entails the survey of managers and sales persons of the stores of two international clothing companies.
3.7 Ethical considerations
Since the research will be dealing with a human element, ethical considerations were taken into account. First and foremost, the integrity of the respondent was maintained through the attainment of consent and from the respondent and maintenance of confidentiality. Consent was obtained through an introduction letter that stated to the effect that the responses were to be purely voluntary. Permission was sought from each participant before the administration of the questionnaires or an interview. In order to maintain confidentiality, respondents were affirmed that their identity would not be revealed. Towards this, the questionnaires did not ask respondents to give their names, or contact information in the forms. Interviews are also to be conducted in an environment comfortable to the respondent. In the end, they were informed that the research findings are entirely academic exercise to be used as part of dissertation of MBA international Business and were to be availed to the relevant and interested parties.

CHAPTER FOUR: Result Analysis and Interpretation

This chapter presents the result analysis and interpretation of the data collected during the study and providing interpretation of the statistics derived from the study.
Part A: Results analysis basing on customer’s feedback
Geographical location
Which city or town is the business premise nearest to you in Qatar
Company Total Respondents Interviewed Percentage of interviewed respondents
Doha 80 53.3%
Jumaliyah 25 16.7%
Umm Salal 45 30%
Total 150 100

As part of the data collection exercise, 150 questionnaires were distributed to customers selected at random and subsequently returned all the questionnaires duly filled representing a response rate of 100%
According to the study conducted Doha recorded the highest number of respondents 80 representing 53.3% followed by Umm Salal that had 45 respondents (30%) and lastly was Jumaliyah with 25 respondents that represented a16.7% of the total 150 respondents in the study. The researchers were able to interview a total of 150 respondents who responded positively basing on their business premises.
Qatar has a total population estimated to be 1.5 million people, one of the small populations in the countries that make up the Gulf Cooperation Countries. Doha is the capital city of Qatar with population of 60% of the total people living in the country. The city has population of about 0.9 million people residing in and around the outskirts of the capital city. The population played a key role in the choice of the city as it is multi cultural and likely to present a wider variation of views from respondents on a wider scale that would in turn figure out the representation of Qatari people.
Jumaliyah is a district/neighbourhood of the capital of Qatar Doha; with a population estimated to over 20,000 people; it could be described as a commuter district, as most of the resident travel to Doha who daily with build up of traffic in the morning and early evening. The city’s closeness to the capital gives it an advantage to be a desirable location to site a clothing retail outlet.
Umm Salal is a city in Qatar about 50km from the capital Doha, with population of approximately 25000 people. The proximity of the city to the capital makes it easy to conduct survey from the selected respondents both the customers and staffs operating in the selected shops in the clothing industry.
The three locations were selected to get accurate and representative opinion of the Qatari population which is essential to give the study a robust scientific framework. They also represented coverage of the country’s population and demography as most of the people who are staying in the locations of Doha, Jumaliyah and Umm Salal represented people of all ages, race, gender and social class.

Name of the clothing company customer interviewed
Name Respondents Interviewed Percentage of respondent interviewed
United Colours of Benetton 60 40%
Mango 40 26.7%
H&M 35 23.3%
Zara 15 10%
Total 150 100

In the study, a total of 150 customers were interviewed who were regular customers to the respective companies clothing companies based in Qatar. United Colours of Benetton Company recorded 40% (60 respondents) of the customers, followed by H&M that had 23.3% (35 respondents), with 40 customers from Mango and finally Zara Company that had 15 customers as respondents in the study. There was a wider coverage of respondents across the Qatari clothing industry.
The representation highlights the role the clothing industry of Qatar has on its population across the country as the three selected cities represent the whole population. The inclusion of the respondents from the three cities enables the researchers to collect information that will in turn provide an overview of the Qatari clothing industry. The three clothing companies on study represent the key clothing companies serving the population of the Qatari people.

Nationality: Qatari non Qatari
Nationality Number of respondents Percentage
Qatari 110 73.3
Non-Qatari 40 26.7

The study recorded a positive response from the participants that included the Qatari and the non-Qatari. The Qatari nationals were well represented in the study as it had the highest percentage of 73.3 as compared to that of non-citizens at 26.7%. This was an indication of willingness on the Qataris to participate in the research study on the impact of culture on their clothing system. The non Qatari nationals played a vital role in the research as they participated actively by providing their personal views on the impact of the Qatari culture on the clothing industry in the country giving their views from a different perspective. The non-Qatari and Qatari shared different views on their mode of clothing as the non-Qatari were not in preference with the mode of clothing that was prescribed by the Islamic traditions and religion. On the other hand, most of the Qatari were of the view that their mode of clothing and the role their religion and culture should be central to factors in the clothing industry.
By contrast the non-Qatari viewed it as a mode of old fashion and not trendy as the case in western countries. The non-Qatari did not share the suspicion and distrust of anything foreign particular relating culture and the clothing industry in Qatar, which if this apprehension is not addressed is likely going to discouraged other foreign firms dealing in clothing to invest in their economy. An entry of a new entrant in the Qatari market would be required to learn and observe the Islamic and tradition culture in order to suit into the market which in turn makes the process more expensive.
What industry are you employed in
Industry Respondents Percentages
Public sector 50 33.33%
Private sector 35 23.33%
Unemployed 20 13.33%
Other (self employed, students) 45 30%
Total 150 100

The respondents in the study were randomly selected from different sectors of the Qatari population cutting across all segment of the society. The Qatar public sector recorded the highest number of customers at 50 people (33.3%) of the respondents with the other following closely with 30% of the respondents. The private sector had 35 of the respondents and finally the unemployed customers were represented by 13.3%. The above statistics brings out clearly the distribution of the Qatari economy in terms of demands for their routine clothing. This is prove that the Qatari clothing industry supplies cloth to a large population at all levels without considering their class in the society. There is relatively a smooth distribution of clothing from the clothing companies to its customers in the market.
PART TWO
Company background
When did you last visit this shop/store
Visit Response of respondents Percentage of respondents
First time 20 13.33%
2 weeks ago 75 50%
one months 35 23.33%
three months ago 20 13.33%
Total 150 100

From the data above in the table, the customer’s mode of visiting the clothing company varies from one respondent to another. The table shows a wide participation of the Qatari customers on their visit to various clothing shops in its clothing market. The research indicated that most of the Qatari population appear to make their clothing purchases on monthly and weekly basis in their respective clothing companies. Despite the economic challenges in recent years in other countries, there appears to be buoyancy in the economy with people having more disposal income to spend on clothing weekly.
Clothing is pointed out as a major factor that is considered important with the people of Qatar as, as their mode of dressing is strongly aligned with their faith which is guided by the Islamic religion and culture.

What do you buy usually from this shop
Response of Customers percentage
Formal wear 50 33.3%
Casual wear 40 26.7%
Clothing accessories 60 40%
Total 150 100

The table above highlights on the type of cloths purchased by the customers from their respecting clothing companies in Qatar. From the data above, clothing accessories recorded the highest demand among the respondents as it had 40%, followed by the formal wear that recorded 33.3% of the total response in the study. Casual wear was ranked the last with 26.7% of the respondents.
The statistics from the above data indicated that there is relative balanced in the demand for all the forms of clothing in the Qatari clothing industry. The population are not specified on their mode of wearing as they use all the above forms of clothing.

What do you family and friends buy usually from this shop

The respondents had positive response towards the attire that is usually purchased by their family members and friends. Formal wear was the highest purchases wear at 40%, followed by the clothing accessories at 33% and finally the casual wear at 27% of the total respondents. The respondents interviewed showed the preference of most of the family and friends toward the formal wear and clothing accessories as compared to the casual wear. It was evident that the family played a vital role on influencing the clothing mode in the society. The clothing decision especially on the age group under 16 was held by their parents that indicates strong family ties.
Please select traditional مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic wear you would like to see in this store

Respondents Percentage
Abaya 50 33.3%
Jalabiyah 75 50%
Headdress 25 16.7%
Total 150 100

From the above statistics, Jalabiyah is the most traditional مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic wear that is demanded by nearly all the people that took part in the survey as it is an attire of both male and female in the society. The respondents recorded a 50% of the views from the response. It was closely followed by Abaya traditional مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic wear that had 33.3%. This is a traditional wear that is worn by women in the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic society. Headdress traditional مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic attire was the least demanded wears according to the respondents. All these are مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic clothes and Jabaiyah is mostly considered in women code of dressing that is significant to the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic culture that supports and defines the way women are supposed to Jalabiyahbe dressed.
Please indicate the clothing listed below you would to be available to the Qatar market

According to the research conducted in the Qatari market, 50% of the respondents were in support of the full-length dresses in the society. This is as a result of strict Islamic laws that only allow the wearing of cloths that cover most of the body parts. The shariah law prohibits the exposure of any body part in public, even during activities like sports and swimming. There will also be separate types of cloths like tops, long skirts and trousers as reported by the respondents at 30%. The presence of coats in the Qatari market received a 20% support from the respondents in the study.
In your opinion, what cultural factors determined the choice of clothing
Response Percentage
Religion 75 50%
Price 15 10%
Advertisement 5 3.3%
Branding 55 36.7%
Total 150 100
The Qatari culture has played a key role in the choice of clothing among the population. The Religion of Qatari is a vital factor that determines the clothing choice among the population of the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic nations. The Islamic religion has strict rules that require its members to abide by them. The shariah law prohibits the exposure of any body part in public, even during activities like sports and swimming and this are the current laws observed in Qatar. The participants in the study pointed out a 50% response of its impact on the clothing choice. Branding was the second key factor that also played a role in the choice of clothing in Qatari. The price of the wear and mode of advertisement had a minor impact on the people’s choice on the clothing. This statistics suggest that on a whole the population do not appear to be price sensitive.
Please indicate who makes purchasing decisions in your family

According to the study, purchasing decisions are critical in most of the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic families. Parents are viewed as the key decision makers as 90 respondents supported the decision making on the parents. It was followed by spouse with 15, children with 13 and others at 5 of the total 150 respondents in the study. The parents are strict on observing the shariah laws thus their children are called upon to obey them fully in their dressing code. The children, spouse and others have a minor impact on the decision on what to wear as they operate according to the already set Islamic laws that the mode of wearing in the society
What are the most important factors that influence your choice of clothing
Response Percentage
Price 40 26.7%
Style 20 13.3%
Influence of branding 60 40%
Fashion trends 30 20%
Total 150 100

The table above indicates that the influence of branding play a crucial role on the choice made on clothing by the people in the society. This is represented by a 40% of the total response collected. It is closely followed by the price and the fashion trends in the Qatari market. The مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab clothing and fashion market is rapidly changing and growing as is under the influence of a growing class of clientele, which is seeking branded products and popular images. This makes branding a key factor in the market. Style recorded the lowest response at 13.3%, an indication that most of the Qatari population does not consider style while making their choice of purchase on clothing. The Qatari consumers are more interested in branded goods; therefore, companies with strong brands which modify their goods to meet the needs of Muslim consumers have a chance to develop a strong loyal consumer base in Qatar.

Would like to see clothing adapted to suit Qatari culture

The research indicated that most of the respondents were for the adoption of new clothing Qatari culture as shown above in the pie chart. 80% of the respondents were in support of the initiative of introducing the new culture with only 20% arguing that it would not be necessary. They stated that they operate under two classes of fashion cultures; the first is a class of clients who are aware of trends and are looking for good taste, and those that seek the more conservative look in their setting.
Please indicate your age group
Under 16 years old 16 – 25 years 26- 45 years 45+
Response Percentage
Under 16 years old 10 6.7%
16 – 25 years 35 23.3%
26- 45 years 55 36.7%
45+ 50 33.3%
Total 150 100
From the table above, the respondents were statistically relatively distributed on basis of their age. Those above 45 years had the largest portion at 50, followed by 26 – 45 with 55 respondents, 16 – 25 with 35 respondents and finally the under 16 years old with 10 representative in the study. The age group of 26 – 45 represents the major base as most of the customers were between these groups. They were followed those above 45 and 16 – 25. There was less interview on the age group below 16 years as the information would be termed biased according to the setting where the shariah laws view children as creatures who have no power to express themselves.
Western mode of clothing is one of the aspects that after the Qatari clothing industry. In relation to other factors such as western clothing, Islamic culture and traditions, the respondents in the age group of those below 16 had no opinion on what to say about these factors. Respondents in the age group 16 – 25 years were not fully in support of the traditional dressing code of their culture. They suggested that the Islamic religion has impacted negatively on their mode of clothing. Most of them would opt for the western clothing styles as they argued that their counterparts in the western countries had freedom of clothing. Most of the respondents on the remaining age groups were comfortable with the mode of clothing in Qatar. They were also in support of the traditional culture and Islamic rules that governed their dressing code Jalabiyah
PART TWO: Results analysis relating to staff feedback
Name of the clothing company you work for
Out of the 120 participants interviewed, 40 of the participants were from united colours of Benetton, 35 participants from mango, 25 participants form H & M and Zara had 20 participants.

Response of respondents Percentage
United Colours of Benetton 40 33.3%
Mango 35 29.2%
H&M 25 20.8
Zara 20 16.7%
Total 120 100

Qatar nationality non Qatari nationality
According to the pie chart that is presented below, out of the total respondents of the staff, some of the staff participants’ were mainly Qatari nationals with approximately 67% and 33 % of the participants were Non-Qatari nationals. Many of the respondents in the study were Qatari nationals.

Position in the company
According to the study that was conducted on staff participation, out of the total population of the staff participants 35 participants were shop managers, 55 respondents were sales personnel marketing manager were 20 and distributors of products were 10.
Respondents Percentage
Shop Manager 35 29.2%
Sales person 55 45.8%
Marketing manager 20 16.7%
Other 10 8.3%
Total 120 100

Geographical location
Which city or town is the business premises located in Qatar
The study that was conducted showed that the business premises were located in different towns and cities. Out of the total population of the participants interviewed, the staff participants in Doha were 55, Jumaliyah staff participants were 45 and Umm Sallal staff participants were 20.

Respondents Percentage
Doha 55 45.8%
Jumaliyah 45 37.5%
Umm Sallal 20 16.7%
Total 120 100

Company background
How many years has the company/shop/retail store operated in this region
The study indicated that out of the total population of the respondent, the united colours of Benetton 12 participants asserted the operation of the company for a period of 2 years, in 2-5 years 15 participants 5 years of the company’s operations were defined by the participants. According to Mango Company, 10 participants concluded a period of 2 years. 2-5 years response from 13 participants and 12 participants explained a period of 5 years. H&M company its operation on 2 years only 8 participants defined its significance, 12 participants for the period of 1-5 years and 5 participants for the period of 5+ years. Zara company operations for 2 years included response from 6 participants, 2-5 years 10 participants and 4 participants asserted a period of 5 years and above.

Under 2 years 2 – 5 years 5 years+
United Colours of Benetton 12 15 13
Mango 10 13 12
H&M 8 12 5
Zara 6 10 4
Total 36 50 34

What are the company’s most popular brands
According to the study conducted, 55 participants asserted that the formal wear was the most popular, 45 participants responded to casual wear being the most popular and 20 participants responded to the clothing and accessories. This was as result of Qatar being a worldwide known country for businesses transaction it deals with different brands based on the company’s nature.
Formal wear casual wear clothing accessories
Respondent Percentage
Formal wear 55 45.8%
casual wear 45 37.5%
clothing accessories 20 16.7%
Total 120 100
Please indicate western clothing which could be adapted to the Qatar market
The pie chart below shows participants response on western clothing that can be adapted to the Qatar market, out of the total population (120) of the participants 10% of the participants explained that Separates (tops, skits, trousers) could be adapted in the Qatar market, 75% full length dresses and 15% coats. These results showed that Qatar maintains its principles on the way it maintains its clothing wear since there are key Islamic aspects that define the code of dressing.

What is the company’s target market
According to the study that was conducted, out of the total population of the respondent (120), 35, of the respondents asserted that the company target market under 16 years old, 30 respondents explained the company target market was between 16 – 25 years, 20 participants response was 26 – 45 and 15 participants response was that the company’s target market was 45+. this results showed that, Qatar is a company that varies in the age of population and most likely the high number of the population in Qatar include 16 years and below.

In your opinion, what cultural factors determined the choice of brands by your customers
According to the research that was conducted, the figure below defines the total population participant’s interview on different aspects of culture that determine the choice of brands by the customers. Therefore out of the 120 staff participants interviewed, 55% participants considered religion, 25% of the participants responded to branding as cultural factor, 10% asserted on advertising and 10% considered price. According to these results from the respondent they stipulate that religion is the major aspect that is regarded in determine the choice of brands by the customers since Qatar is an Islamic country. The results retrieved from the branding showed that that branding signifies customer’s satisfaction considers the products brand while price and advertisement represented the minimal accounts that customers put in to consideration when purchasing the products.

In what way does Islamic religion affect and influence your company and products
According to the study that was conducted, out of the 120 participants interviewed, 35 of the respondents explained that religion played a major role and 75 of the respondents explained it was strongly effective. These results indicated that Qatar being an Islamic country, religion plays its role in running of any organisation.

respondent percentage
Strongly non-effective 0 0
Non-effective 0 0
Neither effective nor non-effective 10 8.3
Effective 35 29.2
Strongly effective 75 62.5
To what extent are your company products similar in all the market you operate, (UK & Qatar)

According to the research that was formulated, out of the total participants interviewed, 75% responded in dissimilar products, 10% responded on similar and 15% of responded to strong similar products. This results indicated that the there were dissimilar products in all the market since the two countries have different approaches on religion and culture.

What extent do family, friends and socialisation influences affect the company and its brands
Respondent Percentage
Strongly non-effective 12 10
Non-effective 18 15
Neither effective nor non-effective 15 12.5
Effective 30 25
Strongly effective 45 37.5
Total 120 100
The study showed that out of the total population of the participants interviewed on the extent of family, friends and socialization influences affect the company and its brands, 12 of the participants responded to strong non effective concept, 18 of the participants responded to non effective and 15 responded to neither effective nor non effective, 30 respondent to effective and 45 responded to strongly effective. This indicated that the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic family is the fundamental progression of an individual in Qatar therefore they play a role in the methods of influencing the products in a company.
To what extent does the focusing on Islamic principles and traditions in advertisements affect the success of the company or brand in this region
According to the study that was conducted on the extent of Islamic principles and advertisement affect the success of the company, it showed that out of the 120 respondents, 65 of the participants responded strongly effective and 45 of the respondent concluded on its effective and the rest had a lower no effects. The results showed that there are Islamic principles and traditions have a great impact on the way most of the companies present their brands.

Respondent Percentage
Strongly non-effective 0 0
Non-effective 5 4.1
Neither effective nor non-effective 5 4.2
Effective 45 37.5
Strongly effective 65 54.2
Total 120 100
Does your company consider what is Halal and Haram in production, marketing, and advertisement
The study showed that, out of the 120 participants interviewed 98% of the participants agreed that Halal and haram in production, marketing and advertisement were considered, while 2% of the total population disagreed to the concept. Yes/no

If yes explain
Many of the participants agreed to the concept where, this is because every product that was provided by any company it was supposed to adhere to the Islamic culture and values therefore the clothing industry was supposed to produce only the halal products.
In what way are halal, haram, Shariah codes of conduct factored in the business strategy of the company
In the study that was conducted halal, haram, Shariah codes of conduct factored in the business strategy of the company, out of the 120 participants 80 participants concluded its strongly effective and 35 of the participants concluded that it was effective and 5 participants asserted that it was neither effective nor non effective and no participants who supported the idea of strongly non effective. The results explained that Qatar defines its business approach by strategising respect of the shariah law and providing to the community the products that are halal. Therefore to respect this concept all the companies are not supposed to produce any clothing materials that do not meet the requirements of the shariah law and halal terms.

Respondent Percentage
Strongly non-effective 0 0
Non-effective 0 0
Neither effective nor non-effective 5 4.1%
Effective 35 29.2%
Strongly effective 80 66.7%
Total 120 100

How do local and traditional Islamic policies affect your clothing display and advertisements methods
According to the study that was done, it showed that out of the total staff participants interviewed, 65% explained that the traditional Islamic policies had an impact on clothing display and advertisement methods whole 33% of the participants responded to non effective and 2% responses were neither effective nor non effective. This result explained that a high number of participant strongly agreed to the concept since Qatar being an Islamic country all the business that are formulated are defined by specific policies that are supported by the Islamic shariah law.

To what extent does Shariah law affect promotional and advertisement strategies
Respondents Percentage
Strongly non-effective 0
Non-effective 0
Neither effective nor non-effective 5 4.2%
Effective 45 37.5%
Strongly effective 70 58.3%
Total 120 100

To what extent is your business production and promotions strategies affected by Islamic fundamental values (sincerity, honesty, respect, peacefulness, kindness, modesty, community, and purity)
The research showed that out of the 120 participants interviewed 60 participants and 50 participants responded to both strongly effective and effective n the concept of Islamic fundamental value having an impact on business promotions and productions. This result signified communication and relationship between people is supported by the certain Islamic values.

Respondents Percentage
Strongly non-effective 0 0
Non-effective 0 0
Neither effective nor non-effective 10 8.3%
Effective 50 41.7
Strongly effective 60 50%
Total Umm Salal 120 100

Would you say there is a market for Eastern brands in this market Yes/no
The research showed that out of Umm Salalf the 120 total populations of participants 95% of the participants agreed that there is still market for the eastern brands in this market while 5% of the participants disagreed.
If yes – explain
Eastern brands have a high significance in the Islamic brands because they follow and adhere to both the Muslim shariah law and they are halal meaning that they are accepted within the country.

To what extent does the Middle Eastern market seeks these brands
According to the study that was carried out, out of the 120 participants, 70 responded to strongly effective that the Middle Eastern market sought these brands, while 45 of the respondent explained that it was effective. These results formulated that the Middle Eastern countries share the same Islamic principles like quarter therefore they tend to seek brands from this regions.

Respondents Percentage
Strongly non-effective 0
Non-effective 0
Neither effective nor non-effective 5 4.2%
Effective
45 37.5%
Strongly effective 70 58.3%
Total 120 100

Homework help – Discuss what are the restriction are/are not such as materials, for example Muslim men are not allowed to wear silk and gold and women not allowed to wear see through material or short skirts; use of pictures on fabric etc
Segmentation
Is everybody influenced in the same way/ to the same degree
e.g. young people
Middle age
Old people
Strength of religious commitment observance; is everybody religious Support comment with evidence
CHAPTER FIVE
Research Findings
From the research conducted above in the clothing industry of Qatar and the cultural impact to the clothing of the Qatari population, it was evident that Islamic culture and religion played a crucial role on the choice of clothing on the people. The Qatar clothing industry is influenced and operates within strict Islamic laws and framework which is similar to most countries in the region. The market needs all the companies willing to operate into the market to adhere and adapt the culture as it is more sensitivity on its cultural and religious norms. The Qatari clothing industry is a nation that observes the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic and Islamic cultures and traditions that revolve on the family which is rated as the pillar in all the decisions. According to the study, it was realized that the Qatari customers are forced to operate according to the rules of the Qur’an and Sunnah where they are expected to abide by all the laws where the Qur’an guides women and men on how to dress and conduct with modestly and with respect in the society.
The study found out that clothing was a vital factor in the Qatari culture and was treated with much respect in the entire society. This is different from other countries like the UK where the mode of clothing is a personal initiative and is not determined by any culture or religion. UK allows the freedom of clothing among its population with little to no impact by religion, a factor that is the reverse of the Qatari society. The non-Qatari living in Qatari faces several challenges as they are forced to abide by the Islamic religion, traditions and culture that guide the dressing code which they may not be used to.
Observing the shariah laws, Qur’an and Sunnah are some of the challenges that individual Qataris are expected to learn and observe which may not be the same for non Qataris in their country of origin. The impact and influence of Islamic religion may be considered by some; such as westerners as a hindrance to the entry into the Qatar market as it overwrites Porters views on the market entry. According to Porters’ model, only four threats affect the potential entrants in the market. This includes the substitutes, bargaining power of buyers and suppliers in the industry and rivalry among the firms operating in the industry.
From the survey above, Islamic religion plays a fundamental role on the clothing of its population. Since it is dominated by Islamic religion, most of the population are Muslims and prefer wearing Abaya, Jalabiyah and the head dress which are commonly used by the Muslims. Sharia law was another key factor that regulated the mode of clothing and the Islam Code that observes the aspects of Halal and Haram in their transactions that ought to be observed by all clothing companies. Modesty was the key term expected from the Qatari people particularly from the women as it was their responsibility to put on clothes that covered their bodies wholly. This is a crucial aspect that all the companies intending to set up clothing firms in Qatar must put into consideration before laying their base. The companies must also be ready to face the challenges of getting used to Qatari business practices and products that are governed by the Islam Code that considers Halal and Haram aspects in their routine business transactions. The researchers also discovered that for any operation into the Qatari market, the clothing company must put much emphasis the Muslim requirements and needs apart from the initial marketing strategies as the Islamic principles and traditions play a crucial role in succeeding in the Qatari clothing market. The product mix, preference and tastes of the customers in the market are affected by the Qatar cultural practices where the women are expected to wear clothing that elicits modesty and completely covers their bodies.
This Islamic principles and cultural practices guide the mode of wearing on its people which in turn influences their choice of clothing. The clothing companies have the mandate of observing these principles when focusing on market strategies and their business line. It is the expectation of every company intending to invest in the Qatari clothing industry must apply marketing strategies that considers the aspects in the Muslim Market.
Please insert some illustrative comments on exactly what difference companies will need to make
The Qatar market operates under religion aspects and shariah laws that govern every aspect of life. According to most of the response from the respondents of the study, the Qatari clothing industry has been influenced by the strict codes of conduct that are written under the primary authority of Islam. The requirement of all the business entities in the Qatari market to operate under the dichotomies of Halal and Haram that stipulates the code of business ethics in all the transactions carried out by the companies.
The Halal and Haram states what is lawful and what is forbidden in the clothing industry of Qatar. The shariah law is another key factor that the research realized as a major determiner on the choice of clothing in the market. The law has stipulated the required dressing codes that are mandatory for the natives. The early research conducted by Fisher and Bailey in 2008 was evident in the Qatari study as the code of dressing in public is a vital aspect in this research. The Islamic code of clothing in Qatar restricts cloths that are sexually provocative in public. The shariah law does not permit such clothing’s in any public gatherings. These have resulted to the high demand of Abaya, Jalabiyah and Headdress in the clothing industry of Qatar.
The Qatari consumers have more interest in the branded products as seen by their demand on the formal wear, casual wear and clothing accessories in their market. The study suggests that the companies willing to invest in the clothing industry of Qatar should establish strong brands that will modify their products in order to meet the needs of Muslim consumers and acquire an opportunity to develop a strong loyal consumer base in Qatar clothing industry. The company’s processes of marketing and Umm Salal manufacturing operations of the clothing must abide by the shariah laws as all the clothes should satisfy the Islamic values of modesty. From the respondents in the study, the aspect of modesty on the clothing revolves on different styles and forms of body covering and hair. This was evident in the use of black abaya by the Qatari women and thoub by men and ghatra that was used by both men and women in covering their heads.
According to the respondents of the study, the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic and Islamic culture and traditions formed the bulk of rules and regulations that affected the choice of clothing. The family is viewed as the pillar of the all the activities in the family. The Qatar economy is operating on the basis of modernization and preservation of traditions a fact that challenges the entry of new firms. The new entry into the market will require the company to realize that regardless of the current rapid economic and social growth, the nation is experiencing strenuous tension between the old and new ways of life in its market. Qatar is one of the nations in the Middle East that the Islamic traditions are deeply rooted and are in charge of all the course of values and manners of performing business in the clothing industry. However, it was evident from the response that the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arab clothing and fashion is undergoing rapid changes as the clothing industry has been influenced by the ever-rising class of clients, who are in quest of branded products and fashionable images in their clothing wardrobes. …………………….discuss what factors are likely to further influence change, the speed at which this is likely to happen and any other relevant points …i.e. drivers of change
The Qatar clothing industry has two types of classes dealing in fashion cultures, this include the customers who have prior knowledge of the market trends and are in search of better tastes and preferences and the second group comprise of customers seeking more conservative look in the society. In this scenario, the fashion designers have the mandate of modifying the previous traditional veil-fashion to the modern looks in order to satisfy the clients’ wants. Most of the Islamic traditions at Umm Salal values observe clothing from a gender perspective. The clothing is viewed in terms of being appropriate and modest on the consumer.
Consumer buyer behaviour is an important aspect in the clothing industry of Qatar. This brings to attention the type of cloths required by the population as the firm will be able to understand all the customer’s needs and work towards attaining them. The Consumer buyer behaviour (CBB) always determines the customer’s decision on the type of purchase to make. Therefore, it is necessary for the clothing firms to clearly examine the consumer behavioural attributes and requirements, lifestyles and their mode of purchasing clothes in order to come with proper marketing mix decisions in the economy. In the study, the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic culture has a vital role on the customer’s mode of dressing as it dictates the type clothes to wear while in public places. Social factors also play a crucial role in the consumer behaviour as the social class and belonging affects their overall purchasing power. In this study, religion is the key link as the Islamic religion links the Qatari population as the population share similar views and beliefs on clothing as stipulated by the religion. Family is the key pillar among the Qatari people and all decision are made by family head. The purchasing decisions on clothing as determined by the family head which makes the family vital aspect on purchasing decisions.

CHAPTER Seven: Conclusion
This chapter provides suggestions how companies which to come in Qatar meet the challenges identified in this study. The research brings out clearly the fact that cultural values are different, the Muslim cultural values and religion are very different from those of the western counterparts. The Islamic religion has a vital responsibility on decision making on the type of clothing which makes it more unique as compared to that of western markets where there is no motivation, behaviour and structural guidelines. There is a strong faith among the Muslim customers as they observe the core values of their Islamic religion. The Qatar business industry expects all the operators in the market to abide by the fundamental values that include respect, peacefulness, honesty, modesty, kindness, purity among others in the clothing industry.
Dressing and clothing are values that represent the cultural ethics of any given society across the globe. However, there are several factors that determine the choice of clothing in a given society. Religion is one of the key factors that determine the choice of wearing as seen from the above research in Qatar. The culture is another key aspect in the choice of clothing in most of the settings. Codes of ethics on the wearing style are an aspect that should be put into consideration by any company planning to operate in any given market. Different religions and cultures have different codes of clothing especially in the public.
According to Porters’ model on consumer behaviour shown below, the companies planning to set base in Qatar should carry out reconnaissance in order to have knowledge and understand the مساعدة التعيين – خدمة كتابة المقالات من قبل كبار الكتاب العرب, Arabic culture and traditions before establishing their business. This will enable them to understand the mode of clothing that is preferred by the natives and also the government regulations governing the clothing industry of Qatar. This will also enable them to observe all the fundamental values in the Qatar clothing industry which include respect, peacefulness, honesty, modesty, kindness, purity among others in the clothing industry. ………………list the challenges and summarise what companies can do; e.g adapt their products, select/target specific segments only for example young people.

Chapter SIX – Analysis of current
Homework help – Discuss the diagram below in detail, about 250 words & labelled it a ‘chapter Analysis of current situation’ on its own.
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