Abstract:

The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but of immense interest to marketers. This paper aims to provide insights into the Middle East Arab consumer in terms of the core consumer values at a socio-cultural level. It also identifies key trends and changes in society, as well as the psychographic segments that have emerged, consequent to these changes. It provides cues for marketing, positioning and brand communication strategies that are in synch with the cultural milieu and therefore have more impactful consumer appeal.