According to Ernst & Young’s 2012 consumer index, customers in the MENA region are among the most loyal worldwide. Nearly 25% of those customers polled in Great Britain and in the United States have admitted being influenced by brand when it comes to consumption choices against 29% in Saudi Arabia, 31% in the United Arab Emirates, 33% in Bahrain, 34% in Jordan and 35% in Oman. The report found that consumers are harder to understand and satisfy than ever before. Companies are meeting more challenges pertaining to their “chameleon” consumers. The sectors where brand is most influential are those dominated by consumer products (66% of customer loyalty) while bank and insurance are more associated with emotional ties with 54% in customer loyalty rate.
