Saudi Arabia: Young consumers boost sales of BenQ products
BenQ, the region’s leader in digital lifestyle products, said Wednesday that consumer sales for its products in Saudi Arabia are outstripping those of the corporate sector for the first time, as the Kingdom’s youth continue to demand the most innovative and interactive technology available.
“Young consumers in the Kingdom have embraced digital technology and are demanding the most up-to-date products to complement their lives,” said Robert Dung, managing director, BenQ Middle East. “BenQ’s corporate sales still remain strong; however, we have seen a significant upsurge in sales from the consumer market to the extent that they are now the major focus of our business.”
Since establishing itself in the Middle East just two years ago, BenQ has recorded significant growth in Saudi Arabia across its entire portfolio. Demand has been particularly strong for its range of LCD TV’s, digital projectors, and Joybook range of notebooks PCs.
A research study into the buying habits of 15 to 29 year-olds presented to BenQ, has shown that young consumers in the Kingdom are prepared to invest their money in well-marketed IT brands, particularly on notebooks, digital cameras and MP3 players.
“There is a digital technology change occurring in Saudi Arabia, and consumers are focusing on the benefits and value lifestyle products can add to their busy schedules, where previously technology was seen primarily as a business oriented necessity,” said Dung.
Saleh Ali Al-Sagri, chairman and chief executive officer, Safari Electronics, a BenQ partner in the Kingdom said: “We have witnessed a strong interest in BenQ LCD TVs over the last eight to ten months, with a high proportion of customers being from the 18 to 35 age group. The attractive design characteristics and new model updates is encouraging people in Saudi to invest in LCD technology.”
“Over the last year we have seen a significant demand from young consumers for the latest consumer technology,” said Dr Mahmoud Barrawi, vice president ESAP, another BenQ partner in Saudi Arabia. “People in the Kingdom are heavily focused on having high specification notebooks, cameras, and projectors, making their purchase decisions on how each product can work with the other, and add value to their enjoyment experience.” (menareport.com)
© 2004 Mena Report (www.menareport.com)