Segmenting the Arab markets on the basis of marketing stimuli

Abstract

Despite the differences among Arab markets (e.g. market size, per capita income, etc.), the existence of numerous important commonalities among the region’s consumers may encourage marketers to adopt across the region’s countries a more integrated marketing strategy based on the principle of market segmentation. For that purpose, the present article proposes a conceptual framework of international market segmentation. The conceptual framework is then tested and supported by empirical research. The results show the existence of a number of thriving consumer segments that transcend national boundaries and which share similar needs and preferences. The findings indicate that in order to approach Arab markets with more efficient marketing strategies, multinationals are requested to standardize their marketing plans to each segment while differentiating their strategies among the different segments. By applying such an approach, the decision maker will be able to identify the relevant marketing variables that may affect consumer decisions and hence know what he must do in order to cater to selected market segments.

Citation

Souiden, N. (2002), "Segmenting the Arab markets on the basis of marketing stimuli", International Marketing Review, Vol. 19 No. 6, pp. 611-636. https://doi.org/10.1108/02651330210451944