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Consumer Types: Middle East

January 2019

While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender or income. To overcome this issue, Euromonitor International’s Survey team looks beyond standard demographics to create distinct, personality-driven consumer types. These consumer types incorporate many of the diverse attitudes and habits that separate one person from another, even distinguishing among those in the same demographic group.

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Balanced Optimist (37%)

  • Seeks quality items
  • Values healthy living and personal wellbeing
  • Seeks value for money
Empowered Activist (26%)
  • Feels they can make a difference
  • Concerned with global issues
  • Seeks products with green or eco-conscious labelling
Conservative Homebody (27%)
  • Prefers to follow
  • Focuses on personal issues such as family and spirituality
  • Not very image-conscious
Undaunted Striver (10%)
  • Image-conscious
  • Likes to try new things
  • Tech-savvy

Introduction to Middle East Consumer Types

Background on Euromonitor International’s consumer types analysis
Uncovering key consumer types in 21 global markets
Key traits of the four Middle East consumer types
More on Middle East consumer types
Balanced Optimist
Conservative Homebody
Empowered Activist
Undaunted Striver

Lifestyle Habits and Preferences

Exploring the lifestyle habits and preferences of Middle East consumers
Attitudes toward status and consumerism
Trade-offs between spending, time, and ways to simplify life
Exploration of nutrition and exercise across consumer types
Outlook on green labelling and environmental concerns
Dependence on and perceptions of the internet
Reliance on mobile phones

Following Middle East Consumers Through the Path to Purchase

Exploring the habits of shoppers in the Middle East
Path to purchase: Balanced Optimist
Path to purchase: Conservative Homebody
Path to purchase: Empowered Activist
Path to purchase: Undaunted Striver
Understanding online shopping behaviour

Demographic Breakdowns of Middle East Consumer Types

Age and gender
City size and parental status
Education and employment

Research Overview

Euromonitor International’s consumer segmentation series
Other 2017 consumer types reports
Overview of Lifestyles Survey
Cluster analysis methodology in detail
Cluster analysis survey questions (1)
Cluster analysis survey questions (2)
Cluster analysis survey questions (3)
Cluster analysis survey questions (4)
Cluster analysis survey questions (5)


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