Consumers in the Gulf Cooperation Council (GCC) were interested in primarily fast-moving consumer goods this Ramadan season, according to the Evolving Consumer Behaviour in the GCC During Ramadan 2022 report by consumer intelligence company Talkwalker and market research and data analytics firm YouGov MENA.
Based on a survey of 2,700 consumers in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE, the report concluded that equal attention was given to fast-moving consumer goods brands during the Holy Month this year and last year.
Across all income groups, consumers prioritised price (66 per cent), quality (61 per cent) and the availability of promotional deals (42 per cent) when purchasing fast-moving consumer goods.
“Consumers are demanding that brands bring more value with their products,” said Rami Deeb, marketing manager of Talkwalker’s Central and Eastern Europe, Middle East and Africa division.
“Brands must be able to granularly understand what value means to each consumer segment and to deliver on that promise.
“As the first post-pandemic Ramadan season, we wanted to quantitatively and qualitatively understand these shifts in priorities and give brands insight into what they can do to prepare.”
Seventy-two per cent of consumers indicated that they prioritised brands to which they are loyal for Ramadan purchases.
Respondents reported quality-price ratio as the key determinant of brand loyalty, with positive past experiences as a close second.
“The survey results highlight that factors such as price and quality are the main decision drivers when choosing a brand,” said Zafar Shah, account director of YouGov’s Middle East and North Africa division.
“However, to win a customer’s loyalty, brand trust and a positive past experience coming into play. For brands to create and communicate an attractive value proposition, it is necessary that the perceived value (in this case, quality) of the offering exceeds the value of the price the customer is paying.
“It is interesting to note that while GCC customers express strong loyalty to brands they currently or have used (72 per cent), they are equally open (69 per cent) to buying quality products regardless of the brand and are not averse to exploring new brands and products (61 per cent). This presents an opportunity to brands not just within the context of Ramadan but in general as well.”
