The evolving Saudi society (page 1 of 2)

The emergence of television advertisements in the late 80's, the rapid growth of satellite TV since the mid 90's and the emergence of Arab news channels , most notably, Al Jazeera, have brought the rest of the world into the homes of Saudi families.

This exposure has given this society the opportunity to examine their own lives and changes in aspirations and values are starting to happen at an unprecedented pace. This change is starting to manifest itself in many aspects - e.g. the role of women, extended families increasingly giving way to nuclear families, etc.

The Emergence of Four Consumer Segments

Back in 1987, as MERAC, TNS/NFO conducted the largest qualitative study of its time to understand GCC consumers. The results showed largely collective societies, conforming to traditional views in their daily lives, as well as in their brand purchase behaviour.

In 2001/ 2002, TNS/NFO conducted other follow-up surveys to understand the changing GCC consumer environment. A 2001 qualitative study revealed for the first time the emergence of four broad 'psychographic' consumer segments. Whilst there are common threads between these segments, they differ in their views on some important aspects in their lives e.g.

Muhafizeen (20%) : Conservatives (Relatively Older)
• Traditional conservatives

• Values and needs (both societal and individual) heavily influenced by close friends/ family

• strongly affiliation driven

• Concerned about western influence

• Often pessimistic

• Comfortable with the familiar (be it people or brands)

• Averse to change

• Relate strongly to the extended family

• Woman's role is seen in the family

Key Emotional Triggers: Arabic traditions and familiarity

Brand Communications: need to stress on re-assurance of their place in the world and basic functional values.

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Usariyeen (30%) : Family Oriented (Relatively Older)
• Deep involvement with immediate family - societal needs revolve around them

• Open minded and progressive and see themselves as good Muslims

• Open to Western influences

• Women more socially aware

• Strike the right balance between family and friends

• Often both (husband & wife) struggle to find quality time with family

Key Emotional Triggers: egalitarian relationship, self identity

Brand Communications: need to stress on a close egalitarian family and address struggle of a woman who wants to be heard

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Mutazineen (25%) : Well Balanced (Relatively Younger)
• Societal needs similar to 'Muhafizeens'

• More willing to reveal their inner individual needs
• Actions within the tenets of Islam

• Men have high involvement with careers

• Women too seek a career after education

• High need for self recognition and self worth

• Open to advantages of Western world while retaining roots

• Women seek a more caring and understanding husband

Key Emotional Triggers: individuality and popularity within peer group

Brand Communications: need to stress on self identity, self recognition & personal freedom within accepted norms of society.

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Motamaredeen (25%) : Modern (Relatively Younger)
• Individualistic, often rebellious

• Self interest, prominence underlies most of their actions

• Dependence on family for emotional support minimal, friends pay a greater role

• Inclined towards materialistic values of western society and self gratification

• Often feel neglected by their family and society at large

Key Emotional Triggers: fashion, luxury, glamour and self-indulgence

Brand Communications: need to stress on status, style, pioneering.