PhD Degree Awarded to Ms. Mithaq Al-Saadi in Public Relations and Advertising
Ms. Mithaq Saleh Abdullah Al-Saadi was awarded a PhD degree with distinction in Public Relations and Advertising for her dissertation titled: The Stereotypical Image of Local and Foreign Products and Its Impact on Consumer Behavior of Yemeni Women: A Survey Study, which was submitted to the Faculty of Mass Communication–Sana’a University. The dissertation defense was held on Monday, June 15, 2026.
The dissertation was awarded First-Class Honors, with a recommendation for publication and circulation among universities.
The PhD Viva-Voce Committee, which was formed based on a resolution issued by the Graduate Studies and Scientific Research Council, consisted of the following:
| # | Committee Members | Designation | Position |
| 1 | Prof. Hassan Abdullah Dajrah | External Examiner | Chair |
| 2 | Prof. Omar Abreen | Main Supervisor | Member |
| 3 | Prof. Abdulrahim Al-Shaweri | Internal Examiner | Member |
The dissertation aimed to:
- Examine the nature of the stereotypical image associated with local (Yemeni) and foreign (American) products.
- Assess the extent to which these perceptions influence the consumer behavior of Yemeni women.
The study yielded several key findings summarized as follows:
- Salespersons were among the most influential sources shaping the stereotypical image of local products, whereas social media platforms were the primary source influencing perceptions of foreign products.
- Yemeni women generally held positive perceptions of the attributes of local products, while their evaluation of foreign products was largely neutral.
- Product quality ranked as the most influential factor affecting consumer behavior toward both local and foreign products, followed by product price, whereas the experiences of others had the least influence.
- Consumer attitudes toward local products were predominantly positive, while attitudes toward foreign products remained neutral.
- Consumption response rates for local products were high, whereas the consumption of foreign products showed a noticeable decline.
In light of these findings, the researcher recommended the following:
- Developing marketing strategies that respond effectively to the consumption needs and preferences of Yemeni women.
- Relying on consumer behavior research to predict consumption trends and market dynamics.
- Strengthening the competitive position of national products in the marketplace.
The dissertation defense was attended by a number of academics, researchers, and specialists, students, colleagues, and the researcher’s family.
