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FEATURE5 April 2017

Female focus

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Features Impact Middle East and Africa Retail

MIDDLE EAST – Women in the MENA region are the force behind many purchase decisions, but are often overlooked by brands. New research by Ipsos sheds some light on their pivotal role in the household. By Mohammed Minawi

Women are one of the most powerful consumer segments in the world and their impact on the economy is growing each year. Not only does their influence extend across major categories, but they are also the main influencers when ...