This study examines the role of demographics such age, gender, race/religion, education level, occupation and income level in trying to understand the issues of Islamic banks’ product awareness. It is well accepted that the consumer’s attitude or behaviour should be studied among others through understanding customers’ demographics.
Che-Ha, N., Hamzah, Z.L., Abd Sukor, M.E., Mohd Said, S. and Veeriah, K. (2016), "Profiling Islamic Banking Customers: Does Product Awareness Matter?", Mutum, D.S., Butt, M.M. and Rashid, M. (Ed.) Advances in Islamic Finance, Marketing, and Management, Emerald Group Publishing Limited, Bingley, pp. 223-243. https://doi.org/10.1108/978-1-78635-899-820161012
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