Title: Voice of the customer in the Islamic market

Authors: Ronald J. Doherty

Addresses: Michael Smurfit Graduate Business School, University College Dublin, Carysfort Ave, Carrysfort, Blackrock, Co. Dublin, Ireland

Abstract: The purpose of this paper is to directly obtain the voice of the Islamic consumer. In doing so answers are sought to the following questions: Do adherents to Islam represent a single consumer market? Is the market, or market(s), static? What are the market rules of engagement? What are the needs and concerns of Islamic customers? A survey was completed with 18 people from 14 countries. Voice of the customer methodology was blended with market research to capture the desired outcomes and priorities of consumer. The Islamic market is a hybrid. It is a single market only at a basic level of adherence to Halal requirements in food. Quality and price of goods, and respect for Islamic beliefs are all major market considerations. The market is not static and new ideas are moving through the community relatively quickly.

Keywords: voice of the customer; Islam; religion; new product development; NPD.

DOI: 10.1504/IJIMB.2019.104545

International Journal of Islamic Marketing and Branding, 2019 Vol.4 No.2, pp.146 - 166

Received: 08 Oct 2019
Accepted: 09 Oct 2019
Published online: 17 Jan 2020 *

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