Title: Marketing to the educated Muslim woman

Authors: Nauar Kuswadi; Ameena Jaafar; Nurhafihz Noor

Addresses: 120381, Singapore ' 520279, Singapore ' 821671, Singapore

Abstract: This paper attempts to explore globally common ideals, values, and lifestyles of a segment termed as 'educated Muslim women' in order to stimulate discussions of a possible niche target market and further encourage thinking and understanding of this emerging consumer group. The paper begins with an introduction of the market and analyses its psychographics based on the activities, interest and opinion (AIO framework). A particular focus is given to the effects of globalisation and the rise and convergence of individuals connected to this movement. The paper ends with recommendations to target this niche segment with the marketing mix adjusted based on conclusions derived from the analysis.

Keywords: Muslim women; religion; Islamic marketing; Islamic branding; modest fashion; modesty; hijab; Islamophobia;.

DOI: 10.1504/IJIMB.2017.084801

International Journal of Islamic Marketing and Branding, 2017 Vol.2 No.2, pp.156 - 169

Received: 05 Apr 2016
Accepted: 29 Oct 2016
Published online: 29 Jun 2017 *

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