Economic Perspectives of Consumer Buying Dynamics in Rural Market Segments of United Arab Emirates
Economic Perspectives of Consumer Buying Dynamics in Rural Market Segments of United Arab Emirates

Summary/Abstract: The purpose of this is to investigate the consumer buying dynamics in small towns and settlements in United Arab Emirates for the benefit of marketers, manufacturers, policy decision makers, government of UAE and the academic world. This piece of research is to contribute to a deeper understanding of applying the various dynamics of customers in rural market of the entire GCC countries. Particularly, the literature review conducted for this study revealed that very little attention has been paid for consumer buying dynamics in the UAE rural consumers with specific reference to small towns and settlements. The authors used a structured questionnaire consisting of five point Likert scale to collect data from thirteen small towns and settlements: Khor Fakhan, Kalba, Jabal Ali, Dibba - Al Fujairah, Madinat Zayed, Ruwais, Liwa Oasis, Dhaid, Ghayathi, Ar-Rams, Dibba - Al Hisn, Hatta and Al Madam. The population of them range from 11,120 to 39,151. The sample was composed of 2,083 persons from all the chosen thirteen small towns and settlements in United Arab Emirates. The rural customer profile of the United Arab Emirates is diverse, consisting of groups ranging from high-income Emarati nationals to high income expatriates to less affluent foreign workers from various countries. Consequently, customer behaviors, attitudes and preferences vary widely in the country and are often hard to pinpoint (Euromonitor). Burson-Marsteller Arab Youth Survey, which was conducted in 16 Arab countries, showed that nearly half of Arab youth are keen to embrace modernity. Moreover, the study’s findings supported that the numbers were also reflective of the views in Emirati society. The current study results revealed that the rural customers along with the product they consider affordability in terms of price, also think about quality, performance, reliability, brand and other critical aspects Therefore, it is recommended that the products be in line of rationality rather than just making low price appeals. Moreover, the study’s findings emphasized that the rural customers maintain dignity and look for the deals focusing on value for money. Therefore, it is recommended that the lifestyle and value is one of the dominant factors of rural population in UAE.

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