THE UNIVERSITY OF HULL An empirical assessment of consumption practices in a revolutionary epoch: The case of Egypt and Libya Being a Thesis submitted for the Degree of Doctor of Philosophy in Marketing at the University of Hull by Ahmed Al-Abdin (MSc, MPhil, PgDip, BA) February 2015 Abstract The aim of this thesis was to determine the impact of the recent and ongoing Arab Spring phenomenon on consumption practices in Egypt (Cairo) and Libya (Tripoli). The purpose behind the research was to empirically analyse how the Arab Spring has been driven by consumption and the extent to which consumption has been affected by the Arab Spring. A study was conducted between March-April 2013 in two of the main cities associated with the Arab Spring; Cairo (Egypt) and Tripoli (Libya). Retrospective accounts were obtained to capture citizens past experiences, present experiences and future expectations in order to develop a greater understanding of changing consumption practices. This thesis is grounded firmly in the marketing discipline as much as it is in the social sciences, particularly since the consulted literature is of an interdisciplinary nature and the Arab Spring phenomenon is not only of interest to marketing academics and practitioners but also policy makers and sociologists alike. Change is central to this thesis and citizens are considered the anchor of change. The main findings to emerge from this research are that consumption was a call for the revolution but also a cause of it. Two streams of consumption have been identified. These are conservative and conspicuous consumption. While citizens in Cairo have become more conservative in the present epoch (time of data collection March-April 2013), Libyans have become more conspicuous and are excited to try new modes of consumption. Furthermore, a contention raised in this thesis is that marketing operations in times of flux are often neglected. However, the findings demonstrate that there is a greater opportunity to capitalise on new clientele in a state of flux and amidst the instability and insecurity. As a result of the data collected in flux, this study would seem to have particular value and interestingess in the marketing discipline and beyond. Contributions made in this thesis are of a revelatory nature due to the combination of multiple theoretical lenses and the findings marking a very early empirical contribution across the social science disciplines in understanding the impact of the Arab Spring on consumption practices as well as the development and ongoing epiphenomenal state of flux in the Middle East. To the author’s best knowledge, this study is the first to conceptualise the revolutions within the marketing discipline. The findings may be transferred to other contexts and settings to examine other societies in a state of flux such as Ukraine, Syria and Iraq. A conceptual framework is used to illustrate practices in flux. I Emergent themes are proposed via a conceptual model to demonstrate how flux influences consumption practices. Moreover, a novel and unusual methodological approach is used by combining a systematic literature review (SLR) as an entry point into the literature alongside grounded theory methods to study matters of consumption practices. II Acknowledgements The greatest milestone in my life is finally reached and this page is for those who I hold very dear. This thesis has been a roller coaster ride and I could not have done it without special people by my side. I have been unbearable at times, a don in distress and a bouncing yo-yo of emotions. For these reasons, I would like to dedicate my work to the following people. With so many of you to list, please accept my apologies if I have not cited your name directly. First of all, I would like to thank my family for being there and for their prayers. In particular, I would like to thank my mother Hana who has survived the brunt of my anguish and despair and who was one of those who always had faith in me. Special thanks also goes to my father Nizar for his patience and encouragement during the whole PhD. I could say thank you but her presence has been thankless. Without her, I would have not made it to the final hurdle. I dedicate this thesis to my nearest and dearest; my fiancée Eirini, who has been the backbone of my strength, willpower and who has supported me from day one. Through the ups and downs, trials and tribulations that I have faced along the way, she has been the light that has guided me through this incredible journey. For that, I am truly grateful. We have both encountered a rocky road to PhD, but we have made it, united as one and up the academic ladder we climb. A special thank you to my colleagues and friends. Taposh Kumar Roy, you have been a joy to know and a real ‘guru’ with all your help and assistance. I am very grateful for everything you have done for me. Thanks also goes to Youjiang Gao for keeping my spirits up and Olaleye Olayinka for his continuous support and praises. You have all helped keep me sane. Furthermore, this study was the result of the collective efforts of a number of important and valued people who directly or indirectly assisted and supported me during my doctoral studies. To these people I owe my gratitude and thanks. I sincerely wish to give my deepest thanks and appreciation to my supervisor, Dr. John Nicholson for pushing me to the limit and encouraging me to get through it all. There are many supervisors in the world but none quite like you. You have been a godsend, an III advisor, a wise counsellor, a guiding star and at times an agony aunt whenever I have needed you. For that, I am indebted to you and truly thankful. I would also like to thank the following staff: Dr. Mark Rhodes, you have been a pleasure to know, a joy to work with and you have always stuck by me, believed in me and given me opportunities. I would also like to thank Dr. Dianne Dean, Dr. Robert Costello (thanks for all the hugs and talks), the graduate school (Valerie, Suzanne, Jenny, Elisha and Lindsey), Library, Learning and Innovation and Business School staff. A big thank you to Mr. Campbell McPherson who has been an inspiration to my thesis experience and who has provided a wealth of support and guidance. A special thanks goes to Rabab Abuel Fetouh, the American University in Cairo, the Libyan Medical University and all the participants who took their time to help me with my study. They are too many to mention by name. Without their honest participation and enthusiasm, this study would not have been possible. This thesis is also dedicated to you. To all of you, thank you. IV Table of Contents Abstract .............................................................................................................................. I Acknowledgements ......................................................................................................... III List of Tables...................................................................................................................... i List of Figures ................................................................................................................... ii Chapter 1 Introduction and Background to the study ....................................................... 1 1.1 Research overview .................................................................................................. 1 1.1.1 Contributions ........................................................................................................ 4 1.1.2 Thesis structure ..................................................................................................... 8 1.1.3 Research Question: ............................................................................................... 8 1.1.4 Research Objectives ............................................................................................. 8 1.2 Research motivation and inspiration ....................................................................... 9 1.3 Research Context and Problem ............................................................................. 10 Section A: Literature Review .......................................................................................... 13 Chapter 2: Pre-entry point into the literature .................................................................. 13 2.1 Pre entry point into the literature ........................................................................... 13 2.1.1 Defining the boundaries of the Middle East ....................................................... 13 2.1.2 Consumer geographic profiling in the Middle East ........................................... 15 2.1.3 Societies undergoing extraordinary change ....................................................... 15 2.1.4 Contextualising consumption practices via consumerism .................................. 17 2.1.5 Unveiling the silhouette behind the Arab Spring: A spark of candidness .......... 19 2.1.6 Drivers behind the Egyptian and Libyan revolution .......................................... 23 Chapter 3 Literature Review ........................................................................................... 27 3.1 Constructing systematic literature reviews (SLR's) as an entry point into the literature ....................................................................................................................... 27 3.2 Application of a systematic literature review within the study context ................ 30 3.3 Constructing themes- A concept