Hakim, T., & Almahdi, H. K.
Background: This research study unveils about proximity marketing devices and its impact on buying behaviour in context to retail entrepreneurs. With the use of proximity marketing devices it has been observed that retail entrepreneurs can communicate to the customer nearby their geographical epicentre. Methods: This study reviews the literature about concept of proximity marketing devices used in global edge. Since the proximity marketing concept is into very nascent stage so the in-depth and practical implication could be accessed by hypothetical testing based upon assumed variable that could have possible impact on consumer buying behaviour. The possible variables are derived from similar previous studies on digital marketing. The region of Saudi Arabia is diversified in context to local Arab residents and foreigners working in MNCs. The heterogeneous sample is selected and variables are statically been tested using SPSS 25.0. Critical examination study model and explanatory research design, furbish the research with the statistical conclusion where a quantitative conclusion is withdrawn from data. The focus of the study is what could be the possible variables and how it could have an impact on buying behaviour of the consumer. Results: Consequently, the research results points that proximity marketing has a significant impact on buying behaviour of the consumer and building brand loyalty. Conclusion: Since proximity marketing is into very nascent stage but its implementation in in-store promotion will increase sale and build brand loyalty.