Based on a longitudinal study of a 120 Jordanian housewives, this study examines the influence of the Arab spring events on the Jordanian consumers in the form of the changes in the demographic and consumption patterns of the Jordanian consumers during the years 2012-2017 (i.e. the Arab spring phase). The results of this study reveals significant implications of the events of the region and governmental policies on the Jordanian consumers and presents the first ever typology of Jordanian consumers. Generally, the findings of this study reveal a decrease in the middle class segment in favor of the upper class. A number of managerial implications and suggestions for solving these issues are also presented.
Keywords:Arab spring, consumer issues, Jordan, public policies
IntroductionThe recent problems in the Middle East has caused a number of economic issues to the Jordanian customer (Ammonnews, 2012). The continuous bombing of the Egyptian gas line, the blockage of trade between Jordan, Iraq and Syria due to the ongoing war in these countries, and the increased pressure placed on Jordan water, health, and educational resources, all posed serious economic and social issues to Jordanians (Obeidat Obeidat, Obeidat, and Xiao, 2016). As a response, a continuous increase in the inflation rates, shortage of products, decrease in income levels, the diminishment of the middle class, the increase in the unemployment levels (i.e. 12%) were all witnessed in Jordan (Obeidat, 2015). The importance of this study stems from the economic, social and psychological effects that have negatively affected the Jordanian society as individuals and families as a result of the crushing wars which led to political and economic instability in the neighbouring countries. Consequently, the instability of various kinds in the neighbourhood led to negative economic and social effects to the Jordanian society (Obeidat et al, 2016).In general, individuals, families and economic institutions of Jordan have been affected by a series of declines. From the decrease of monthly incomes and the inflation of the prices of goods and services due to the lack of proper supervision of the local markets, in addition to the imbalance in imposing taxes and fees, Which has often been in the interest of the stakeholders of the traders and manufacturers (Obeidat et al, 2016). All this has happened as a result of the change of some laws and laws for the benefit of stakeholders whose number has increased and their potential and potential. In short, what was happening in the local environment due to the lack of supervision and increased stakeholder control led to a number of changes in the structure and capabilities of different segments of Jordanian consumers compared to what it was before the Arab Spring. Despite these issues, most of the research attention has been given to examining the causes of these issues and not their influence on the Jordanian customers. Therefore, this study aims to answer the following research question; how did these issues influen...