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    Assessment 3 Consumer Behaviour (2) MKGT

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    davin ombachi
    The document discusses how marketers have underestimated Saudi Arabian women as consumers, as many are highly educated and there are over 380,000 women employed in Saudi Arabia, with the number of female students rising. While women remain covered in public, they are sophisticated consumers who influence household purchasing and hold degrees in fields like finance and medicine. Marketers need to recognize Saudi women as an emerging economic force and find ways to directly market to them.

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    Assessment 3 Consumer Behaviour (2) MKGT

    Uploaded by

    davin ombachi
    48 views2 pages
    The document discusses how marketers have underestimated Saudi Arabian women as consumers, as many are highly educated and there are over 380,000 women employed in Saudi Arabia, with the number of female students rising. While women remain covered in public, they are sophisticated consumers who influence household purchasing and hold degrees in fields like finance and medicine. Marketers need to recognize Saudi women as an emerging economic force and find ways to directly market to them.

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    Assessment 3 Consumer Behaviour (2)MKGT

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    The document discusses how marketers have underestimated Saudi Arabian women as consumers, as many are highly educated and there are over 380,000 women employed in Saudi Arabia, with the number of female students rising. While women remain covered in public, they are sophisticated consumers who influence household purchasing and hold degrees in fields like finance and medicine. Marketers need to recognize Saudi women as an emerging economic force and find ways to directly market to them.

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    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    48 views2 pages

    Assessment 3 Consumer Behaviour (2) MKGT

    Uploaded by

    davin ombachi
    The document discusses how marketers have underestimated Saudi Arabian women as consumers, as many are highly educated and there are over 380,000 women employed in Saudi Arabia, with the number of female students rising. While women remain covered in public, they are sophisticated consumers who influence household purchasing and hold degrees in fields like finance and medicine. Marketers need to recognize Saudi women as an emerging economic force and find ways to directly market to them.

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    of 2

    Case Study: Marketing Beyond the Veil

    Many marketers think that marketing to Saudi Arabian women is a very difficult task. Women in
    Saudi remain behind the purdah and it is difficult to talk to them. Saudi Arabia is one of the
    largest markets in west Asia and is a homogenous society. There exists a wrong notion among
    some marketers that Saudi women are passive consumers. Many Saudi women are often highly
    educated. About 3,80,000 women work in Saudi Arabia and the number of female students in the
    colleges is set to rise about 1,75,000 in the next two years. Most women work in the traditional
    fields of health and education. Some are even employed in retailing, designing, publishing and
    manufacturing. They are exploring ways to sell products to Saudi women since Saudi Arabia is
    considered a young market. Shopping malls are an utter flop as women find these out-of-town
    malls inconvenient. MNCs have realized that Saudi women are brand conscious and make the
    buying decision for household items. MNCs have been searching intensively for women who can
    act as intermediaries between the company and the clients and those who have links with
    colleges, women groups, etc.
    Marketers should now stop underestimating the sophistication of Saudi women as consumers. It
    is time they recognized that they are the emerging economic force. Women emerging out of a car
    fully covered by the purdah, may hold a degree in finance or law or medicine and so on, and she
    may be a potential consumer given her educational background and culture.
    Questions:
    1. List out the differences between Consumer Behaviour of Women in a closed culture (as
    described by this case) in Saudi Arabia and in a open culture (say, in Western Europe).
    (10marks) There are notable differences that exist between open and closed cultures. For
    instance, in open culture women are independent of their buying behaviour, and they tend to buy
    what they want at any time. There autonomous or syncretic in decision-making about what they
    want to buy. Further, there is higher product awareness among women because they are more
    exposed or they have high exposure in open, the cultural influences are not important in
    determining buying behaviour of the women. However, this may be different from closed
    culture. In closed culture, women tend to seek permission from their husbands before buying
    women have say household items only. Their decision-making is predominantly male

    2. Highlight the cultural implications for a Woman consumer and also for a marketer in the
    given context.
    (5marks)

    3. Think of creative applications of ‘reference groups’ to market to the Saudi Arabian


    Women, say for a personal care product. Marketers and advertisers use reference
    group appeals very effectively to communicate with their customers. They use three types of
    groups influence informational, comparative, and normative to develop advertising and
    personal selling strategies (5marks)

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