Ramadan sales with discounts on many food items offered by almost all the leading supermarkets here do not meet the need of the general public, say consumers. As the holy month of Ramadan approaches, stores have increased their marketing by delivering colorful booklets, brochures and pamphlets to the doorsteps of consumers. These advertising materials in bold letters proclaim: “Double savings!”, “Special Offer”, “More than 50% off”, “Buy-one-get-two-free” and “Two-packs for the price of one.” However, according to consumers, most of the discounted items are not the ones that shoppers really want. For example, pastry used to make sambosak, a favorite item for Ramadan Iftar is nowhere to be found among the discounted items, said Abdullah Shammary, a shopper at a large Riyadh supermarket. Similarly, he said, these stores are not offering any discounts on popular juice and beverage brands that are always in great demand during Ramadan. The stores apply marketing tactics to attract a large number of buyers, he said. The quality of fruits and vegetables sold in the market has also been deteriorating although the price of produce remains the same, Shammary complained. Apples sold in the market are tasteless “and perhaps have no nutritional value”, he added. “Show me items, such as tea, pastry for making sambosak, popular juices, milk and yoghurt, fruits, such as bananas, apples, oranges, and cherries along with other items that are always in demand during Ramadan being offered at discount prices,” he demanded waving the brochure provided by the supermarket. Despite all of the talk of Ramadan discounts, the price of many items has in fact gone up. Shammary pointed out that several brands of green tea have been launched in the market and are in great demand for their health benefits. However, the price of green tea bags which was SR11 a few months ago has now increased to SR17, he said. Edible oil is another item in great demand during Ramadan. However, as Hashem Khan, a Pakistani customer at a local hypermarket, pointed out, attractive discounts are offered on those brands of edible oil that are not popular with consumers. Indian, Pakistani and Bangladeshi expatriates increase their consumption of edible oil during Ramadan because at Iftar they like to eat all kinds of fried food. Khan said his family is health conscious and prefers edible oil with less fat and cholesterol. “We are careful with our Ramadan budget, but at the same time, for health reasons,we take precautions not to fry repeatedly in used oil.” He said that many shoppers are attracted to discount sales and other promotions. But wise shoppers know what they want and prepare a list of items before going to the supermarket, and thus do not fall prey to discount offers. “The basic strategy of shopping is to make a list and buy only those items that you can afford, and not to let discount sales and other promotions tempt you to buy more than you actually need,” he said.
