Paper Summary:

The paper explains that, although relationship marketing is now popular, many of the relationships businesses have with their customers are actually rather troubled and complex, even though the businesses often do not realize this; it is important to understand why this is the case so that consumer psychology and consumer behavior make more sense. The author points out that little information about the Altuwairqi Group of Companies is available in any kind of verifiable form; however, this does not mean that a study cannot be done, only that this issue must be recognized as a limitation of the study. The paper indicates that there is a positive relationship between listening to what the consumers want and the success of the company.

Table of Contents
Introduction
Background
Statement of the Problem
Research Questions and Hypotheses
Definition of Terms
Limitations of the Study
Validity and Uniqueness of the Data
Significance of the Study
Researcher Biases
Summary
Review of Related Literature
Methodology
Research Design and Rationale
Data Collection
Data Analysis
Summary
Analysis of the Data
Summary, Recommendations, and Conclusion
Summary of the Findings
Recommendations
Conclusion

From the Paper:

"Research suggests that many consumers develop coping strategies that they utilize to deal with some of the problems that the marketplace brings on for them, but these strategies do not always work that well for everyone. These various strategies are important, however, as they are designed to minimize, eliminate, or otherwise find a way to control many of the quality of life issues that these consumers feel are caused by the marketplace in general. These consumers then develop rules of purchasing and consumption that help to get them through the day and keep them from focusing on the problems that they have which are related to businesses."

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