Behind the closed doors of Saudi harems

Hana Balaa

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched.

Behind the closed doors of Saudi harems

Hana BalaaFemale Research Centre, TNS Middle East and North Africa, Saudi Arabia

INTRODUCTION

“I want the world to know that we are like other women, we have our dreams and aspirations but we just need a chance to express ourselves” (20 year old Saudi female).

For years, marketers have considered the Saudi female consumer segment as a taboo, especially as they are completely veiled and cannot be approached or touched. This paper seeks to provide insights into female segments in Saudi Arabia in terms of their private lives, emotional needs and...

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