National brand heroes; Consumers in Qatar
The World Cup has come to a grand close, Qatar is on an all time high, and we are looking ahead!
We have launched our first country-level survey of consumer trends in Qatar that tracks shopping behavior in one of the Middle East’s leading economies. While exploring the trends significant to this young pool of consumers, there are many unique attributes that arose, making this young community of shoppers appealing in terms of their likings and trends.
It is interesting but not surprising to find that shoppers in Qatar have a strong sense of local identity and take pride in supporting their country when buying domestic brands or products. This sense of patriotism is truly significant to this culture and is seen across many of its other sectors. Though global brands are readily available in malls, shops and markets within the country, this particular loyalty to local production further strengthens Qatar’s economy and feeds into its GDP, underpinning it as even more economically attractive and strong. This positive sentiment encourages entrepreneurs within the country to venture into new markets and start their own brands which are seen to be well sought after in Qatar.
Another striking feature of consumers in the country is that they are conscious and aware of environmental and social factors, which influences their buying decisions in the market. This has many implications for continuing the country’s efforts in providing eco-friendly products and injecting the market with socially responsible goods. This is definitely something we already see everyday at various shops in the country, where sustainability rises as an important matter while shopping.
As the consumer industry witnesses an ever changing retail environment, we will not stop at these findings alone, but will continue to probe into the Qatar market and explore further what is driving our consumers when making decisions and which aspects of their behaviour the country can build on to cater to their shopping needs. This will be seen through our upcoming pulses as part of the wider consumer report.
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