


Cluster Size: The Ambitious Status-Seeker  (13%) The Socially Conscious Achiever(25%), The Value-Seeking Explorer (22%) The Staunch Traditionalist (13%).The Independent Minimalist (26%).
Segment 1: The Ambitious Status-Seeker
Demographics
Married men

With children

Middle income professionals
Key Attributes:
- Driven by hard work and creativity, with career progression being a central concern.
- Feels high pressure around education, career choices, and marriage, impacting financial security and social status.
- Moderate preference for local Saudi brands, provided the quality is competitive.
- Spending habits: A balanced spender who enjoys spending on dining and food.
- Influenced by expensive brands for their symbolic value of wealth, prestige, and good taste.
Digital Behavior:
- Regularly engages in shopping, browsing for information,watching videos, and gaming.
- Concerned about digital privacy, especially regarding identity
theft and data breaches. - Trusts product reviews and relies somewhat on social media
influencers.
Motivations:
- Seeks financial stability and career success while navigating cultural pressures.
- Balances global influences with local traditions.
- Prefers practical purchases but values brands that enhance social standing.
Marketing Strategy:
- Focus on exclusive, luxury brands with a strong connection to
status and prestige. Emphasize exclusive and limited-edition
products that elevate status, particularly through offers on online
channels. - Loyalty potential is high when the brand aligns with values of
wealth, prestige, and influencer marketing. - Use minimalist, trendy advertising that appeals to his desire for
quality and success, but tie in local relevance to capture his
moderate local brand preferences.
Segment 2: The Socially Conscious Achiever
Demographics

Women

Married w children

Employed

Middle income
Key Attributes:
- Motivated by career success and financial security; aims to be
perceived as fulfilled and content in the future. - Faces some pressure from social media image and family
responsibilities, balancing aspirations with societal expectations. - Spending habits: Focuses on unique, exclusive items while preferring local Saudi brands when quality matches.
Digital Behavior:
- Regularly engages with health and wellness content, fully
trusting recommendations in these areas. - Highly concerned about digital privacy, especially in online
banking. - Prefers following influencers for brand decisions and enjoys
sharing her lifestyle on social media for validation.
Motivations:
- Aims for fast career growth, willing to sacrifice personal time to achieve this.
- Social status and maintaining family responsibilities are key
concerns.
Marketing Strategy:
- Position the brand as a symbol of success and growth, helping this
persona elevate their image within social circles. The brand should
represent progress toward achievement, empowerment, and
confidence, with status tied to exclusivity, competition, and
validation. - Advertisements should emphasize career success, financial
security, and well-being. - Influencer marketing and social validation should be central to any
campaign targeting her.
Segment 3: The Value-Seeking Explorer
Demographics

Single women

Students/Unemployed

Middle income
Key Attributes:
- Pragmatic, focuses on financial security and problem-solving in
daily life. - Faces no pressure regarding marriage, relationships, or
appearance, and is focused on saving vs. enjoying life. - Spending habits:Â Cautious with money, and finds dining and food
easy to cut back on during financial strain. Prefers value-for-
money over brand prestige. - Likely still living with or receiving financial support from parents,
enjoying a carefree lifestyle but with less financial independence.
Digital Behavior:
- Occasionally engages with shopping, learning new skills, and
social media. - Highly concerned about digital privacy, especially on social
media. - Trusts friends’ social media posts more than influencers and
prefers independent purchasing decisions.
Motivations:
- Not concerned with brand status or expensive products;
prioritizes functionality and affordability. - Values new brand experiences and likes to explore different
products.
Marketing Strategy:
- Emphasize affordable, functional products with a focus on
quality and reliability. - Avoid luxury messaging; instead, focus on practical, user-centric
solutions. - Authentic, transparent advertising with an emphasis on value-for-
money will appeal to this persona. - There’s potential for brand loyalty if trust and nostalgia are built
during this carefree, exploratory phase of their life.
Segment 4: The Staunch Traditionalist
Demographics
Married men

With children

High income professionals
Key Attributes:
- Faces intense social pressure regarding career choices,
appearance, and social media image. - Feels the tension between digital presence and real-life
interactions, prioritizing possessions over experiences. This
persona generally has a higher income. - Strong local brand loyalty, prefers spending on local Saudi
brands even if they are more expensive.
Digital Behavior:
- Regularly engages with news and forums, fully trusting
influencers and educational content. - Concerned about digital privacy, but not excessively.
Motivations:
- Balances traditional values with modern influences, focusing on financial stability and high-end purchases.
- Likes to see informative, tutorial-based advertising.
Marketing Strategy:
- Brands should emphasize local identity and cultural alignment.
- Educational and tutorial-based content will be key to building
trust via trusted local influencers. - Focus on high-end, luxury products that offer both exclusivity
and cultural relevance. - Likely to resonate with new local brands that compete with foreign
luxury products. Position the brand’s exclusivity through limited
access and local availability, emphasizing local craftsmanship,
materials, designs, flavors, and historical significance to justify
premium pricing.
Segment 5: The Independent Minimalist
Demographics

Single men

Fresh graduates
/Early career

Middle income
Key Attributes:
- Not influenced by brand status, and prefers emotional,
heartwarming advertising. - Not overly concerned about digital privacy, though somewhat
cautious about data breaches and identity theft. - Understated and does not believe in standing out, particularly
through the use of expensive brands.
Digital Behavior:
- Occasionally engages in gaming, browsing, and information-
seeking. - Comfortable with learning by listening and prefers job
satisfaction over high income.
Motivations:
- Leans toward balance and stability, making decisions based on
emotional resonance rather than material prestige. - Open to new brand experiences but is not driven by trends or
social validation.
Marketing Strategy:
- Focus on emotional storytelling and authentic brand narratives.
- Practical and approachable messaging will resonate more than
high-status campaigns. - Highlight brand trustworthiness and functionality, rather than
luxury or exclusivity. - This persona represents the middle of the consumer spectrum, not
too ambitious and not part of a niche segment. They resonate with
mass-market branding focused on emotional connection rather
than luxury, prestige, exclusivity, or discounts. - Focus on creating a brand identity that emanates warmth, comfort,
and familiarity. - This persona tends to avoid standing out and may prefer the
convenience of online shopping and delivery over in-store
experiences and merchandising.

