English abstract
The study sought to shed light on the knowledge and ideas of the Omani youth on consumption, and to identify the factors that form this culture, and the most important variables affecting its formation, by answering the following questions:
1 - What are the factors that affect the formation of a culture of consumption among Omani youth?
2- What is the impact of individual and social factors such as age, gender and income on the youth's view of the culture of consumption?
3. What is the vision of Omani youth of rationalizing consumption?
To answer these questions, a questionnaire was used as the main tool for data collection from a random sample of 377 male and female students from Sultan Qaboos University, from all faculties and university degrees (bachelor, master, doctorate)
This was supported by an in-depth interview with 10 cases. The questionnaire contains 3 open questions.
Among the main findings of the study:
1. The results show that the social factors are the most influential factors on the culture of the young consumer.
2. Marketing factors related to the promotion and advertising of goods contribute to the culture of spending of young people.
3. The spread of the image culture, on which the means of moden social communication depends, have a prominent role in
the creation of new goods in the market aimed at young people in the first place.
4. There is Harmonization of public and consumer culture in particular among Omani youth by different qualitative, age and
social differences.
5. The results show a good perception for Omani young people towards rationalization of consumption. They emphasize the
need for it.
6. Community institutions, such as Friday sermons and the Consumer Protection Authority, have an active role in raising
awareness and guidance, that should be supported and encouraged.
