Abstract:

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched. This paper provides insights into female segments in Saudi Arabia in terms of their private lives, emotional needs and evolution over time. The paper also highlights the challenges faced in adopting Qualitative approaches to better understand Saudi female consumer behavior. This paper will help marketers in areas such as brand positioning and communication development across various product sectors and female consumer segments.