Islamic Marketing and Muslim Consumers’ Behavior

Abstract

Religion is a system of beliefs and practices that dictates individual response and interpretations regarding what is supernatural and sacred (Mukhtar, and Butt,2011). Religion is one of the most universal and influential social institutions that has strong influence on people’s belief, personal identity and value systems (Nooshin Ghodsimaab, 2016).

The impact of religion on culture is exerted from the Quran and Sunnah (Abuznaid, 2006; Delener,1994).

Religion has received little attention from consumer researchers mainly because they believe that the influence of religion on consumption processes are indirect and the topic of religion has no place in consumer behavior theories and literature.

As a result of the widening gap and cultural conflict between the West and Muslim countries, many international companies have become negatively affected by the changes in the international environment, which is reflected in changes in consumer behavior (Al-Hayari et al., 2012).

This research aims to discuss the impact of Islam on marketing practices and Muslim consumers’ behavior. A descriptive analytical approach using the interview method was used as a research tool for data collection.

Conference papers in the field of Islamic marketing knowledge were consulted. Qur’anic quotes and Ahadiths (sayings and practices of Prophet Muhammad) are heavily used to best describe and explain Muslim consumers behavior. In addition, Muslim scholars and Imams (preachers) have been consulted on some issues for better definitions of Islamic terms and concepts.

The findings of the study show that Islam has a major impact on Muslims’ buying behavior. Consumer behavior issues have become more heterogeneous because of cultural differences. This phenomenon makes it progressively important to understand factors impacting it (Abdellatif, Abu Auf, Meddour, Saoula, 2018).

This paper will help marketers better address Muslim markets and Muslim consumer’s behavior taking into account that Halal food industry is growing in a number of markets in East Asia countries, North Africa , North America ,South America, Western Europe and the Middle East as the largest market.