Abstract:

The Middle East epitomises collective behaviour. This is beautifully captured in a traditional saying 'it takes a village to raise a child'. This is increasingly true of Saudi Arabia, one of the most populous countries in the Middle East. While most marketing strategies for FMCGs revolve around wooing the woman, the collective nature of the environment she lives in plays a dominant role in influencing her decisions. This paper addresses issues that emerge on account of the collective nature of the consumer in the Kingdom of Saudi Arabia, and how it impacts the behaviour of the woman.