attitude of Saudi consumers toward dental advertising in Riyadh

ABSTRACT

The objective of this project was to measure the cognitive and effective responses of a random sample of the Saudi population to the advertisement in general and dental advertisement in specific. Seven hundred questionnaires were randomly distributed. The Data were analyzed by age and gender for significance difference at [P<0.05]. five hundred and fourteen questionnaires were collected [274 males and 240 females] with different occupations and educational levels. Fifty six percent of the participants were attracted to advertisements while [44%] weren't. Females showed more interest in advertisement [6.71%] compared to males. TV was the most exciting advertising media to both females [82.9%] and males [70.8%]. On the other hand [57.6%] of respondents were significantly affected by the recommendation of Saudi Dental Society on the advertisements of dental products. Advertisements which included dental floss and mouth washes increase the respondents [82%] awareness of proper oral hygiene. However, 55% of the respondents reported lack of interest to buy national products. This study contributes to our understanding of different variables that precede and determine Saudi consumers' attitudes towards advertisements. It also suggests that a stronger focus on the presented factors is necessary to improve the effectiveness of the advertisement on Saudi consumers and to improve the used advertising media to accommodate the Saudi cognitive preference