Page 180 - Aamir Rehman - Dubai & Co Global Strategies for Doing Business in the Gulf States-McGraw-Hill (2007)

164 Dubai & Co.

Figure 6.2 French perfume ad, Saudi women’s magazine

The importance of expatriate buyers is especially clear with respect
to consumer products and basic packaged goods, as the demand for
these items is linked more to population numbers than to wealth.
According to a study by the National Bank of Dubai, Asian expatri-
ates alone account for over 60 percent of consumer spending in the
UAE. UAE national spending would be overrepresented in cate-
gories such as luxury goods, high-end financial services, and auto-
mobiles, but not as much in consumer products. Considering the
demographics, it is not surprising that one finds radio stations in
the UAE broadcasting in English, Hindi, and other Asian languages
in addition, of course, to Arabic.
Marketing to expatriates in the GCC states—at least those in
the middle class and above—is an English-language affair.
Although their native languages are diverse, almost all professional
expatriates are expected to speak English in the workplace, and