Abstract:

The housewife in Saudi Arabia is an important consumer most notably because of the introduction within the last year of broad scale advertising on the national TV networks. This paper examines the beliefs, attitudes and lifestyle of this group and the extent to which a psychographic segmentation can be developed. The first part of the paper looks at the role of psychographic analysis and its relationship with traditional demographic definitions. The second part describes a study conducted by A.M.E.R. among Saudi housewives, which serves as the foundation for this paper, before going on to identify the major underlying attitudes in the Kingdom and how these can be used to describe and differentiate the various groups within the overall target audience.