Demystifying the Islamic Consumer Segments

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Author(s): Bikramjit Rishi (Institute of Management Technology (IMT) Ghaziabad, India)and Subhankar Halder (Institute of Management Technology (IMT) Ghaziabad, India)
Copyright: 2015
Pages: 17
Source title: Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control
Source Author(s)/Editor(s): Bikramjit Rishi (Institute of Management Technology (IMT), Ghaziabad, India)
DOI: 10.4018/978-1-4666-8139-2.ch010

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The rise of the Islamic Marketing has attracted the attention of the marketers to bring Islamic perspectives in their marketing actions. There are four major pillars (i.e. Spiritualistic, Ethical, Realistic, and Humanistic), which must be focused while transacting with the Muslim consumers. This chapter synthesizes the literature available in Islamic marketing by contextualizing the need of segmenting the Muslim consumers. The chapter lists the need to segment the Muslim consumers and tries to establish a linkage with the ethical practices in Islam to create a basis for segmentation. The chapter concludes that it would be a massive overgeneralization if Muslims were assumed to be one uniform group. In fact, as noted in the essay, several differences exist within this multicultural community. It is of importance that companies acknowledge these differences, understand the possibility of numerous segments within the Muslim community.

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Demystifying the Islamic Consumer Segments

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