Ethical segmentation of consumers in developing countries: a comparative analysis

A study based on consumers from Saudi Arabia, Oman and Kuwait, indicates that consumers in developing countries can be classified into three categories based on their ethical aspects. These categories are 'principled purchaser' who is inclined to trust, 'suspicious shoppers' who are, as the name suggests, suspicious of the deal, and 'corrupt consumers', who have no scruples. The marketing strategies to be adopted differ based on characteristics of the consumers in each of these categories.