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This study aims to explore the presumed relationship between religion and purchase behavior of consumers in the context of Bangladesh.

This research is divided into two main parts. In the first one, the authors reviewed some of the most important studies relative to religion and marketing and those specifically relative to Islamic marketing. In the second part, this research shows the findings of a structured questionnaire administered to a sample of Muslim consumers currently residing in the capital city of Bangladesh – Dhaka. The questionnaire also sought to find out the respondents’ attitude towards the modern marketing tactics, in terms of the physical and visual appearance of local products, their perception of religious principles in the purchase decision and their attitude towards imported products of non-Muslim countries.

Results of this study highlight that religion often represents an essential reference point in influencing the perception and purchase behavior of consumers in the context of Bangladesh. This implies that marketing strategies based on Islamic ethics is going to be quite instrumental in order to reach out to the consumers in Muslim countries. As such, there is largely a strong positive relationship between religion and the purchase behavior of Muslim consumers.

The lack of research on Islamic marketing limits the intensity of arguments in this study. For this reason, the literature review is not completely exhaustive. A small sample size has also been used due to time and resource constraints. Future research can be done on a bigger sample size of Bangladesh or other Islamic countries across the world. Other research avenues may include the study of Islamic marketing mix and exploring the factors that can influence non-Muslim consumers to select products and services based on Islamic ethics.

It is very important for businesses to introduce healthy practices in countries like Bangladesh and this can be rightly achieved through the use of Islamic marketing. Furthermore, the use of Islamic ethics in marketing strategies can eventually influence the religious perception of consumers and make them loyal towards any brands, products, and services in the context of Bangladesh.

The chapter draws attention to Bangladesh as one of the potential markets where the concept of Islamic market mechanism can be established. It also highlights the challenges that global marketers can face with Islamic marketing in Muslim countries like Bangladesh. Besides, it is the only study to date that focuses upon the relationship of religion, marketing, and consumer behavior for consumer products of the manufacturing industry.

Islamic finance and Halal product sectors are thriving successfully. This chapter is a general review of the perception of Asian consumers on Islamic finance and Halal sectors in the global Halal economy.

The first section will briefly describe the Halal concept in both Islamic finance and Halal industries, and the growth of both sectors in Asian countries. The second part highlights the review of Asian consumers’ perception towards Islamic finance products and Halal products.

The review found that the consumers’ perception towards the Islamic finance products and Halal products is distinctive. This is due to the diversity of Asian countries in terms of geography, religion, culture, ethnic, school of thoughts (madzahib), income per capita and government’s involvement.

The third part of the chapter concentrates on planning towards Halal marketing, which involves the move and future challenges in different layers of industries to gear up and strengthen the Halal economy.

India is a home to the second largest Muslim population in the world. It is equally crucial to understand the attitude of non-Muslim population towards the interest-free banking in India. The firms desirous of entering into this nascent field in India are required to know the aspirations and motivations of both Muslims and non-Muslims with respect to interest-free banking. For a large number of Muslims interest-free banking may be a matter of adhering to their faith, but for the non-Muslim customers it has to address real issues like security, risk minimisation, profitability, etc.

The present study is an attempt to understand the perceptions of Indian customers towards Islamic banking. For this purpose, a representative sample of 259 respondents is surveyed with the help of a structured questionnaire developed for this purpose.

It has been found that there are differences in the attitude of Muslims and non-Muslims towards Islamic banking. Surprisingly both groups have a similar perception about the institutions of Islamic banking. Findings of the study reveal that the attitude of Indian customers can be classified into factors like awareness, ideology, implementation, features and institutions. Therefore, such factors should be considered seriously by the Islamic banks in designing their marketing strategies.

This is a survey-based study. Hence a representative sample is mandatory. Due care has been taken to arrive at a sample size which is representative of the population; however, a large sample size shall lead to better results.

This study can help decision makers to identify the major factors that may shape the attitude of Indian customers towards Islamic banks. This should also be of some help to the management of commercial banks in devising appropriate marketing strategies for reaching and attracting young customers.

The originality of this study lies in the fact that it is a pioneering study in the Indian context which brings out the attitudinal differences between Muslims and non-Muslims with respect to Islamic banking. Further, the classification of attitude of Indian customers into factors like awareness, ideology, implementation, features and institutions adds to the originality of the study. Both these aspects of this study add value to the existing literature in the field of Islamic banking.

This paper investigates how members of ethnic minorities perceive ethnic-themed retail spectacles staged by mainstream marketers.

The data was collected in the North of France, through ethnographic methods combining in-depth interviews with French-Moroccan consumers, field observation of their shopping behavior in supermarkets, and online discussions on the subject.

The consumers’ responses reflect perceptions of dystopia, articulated in two interrelated types of discourses: inclusion versus exclusion on the one hand, and consumerism and the commodification of religion on the other. Spectacles aimed at being a cosmopolitan utopia into a spectacle become thus perceived as dystopic, alienating consumers who belong to ethnic minorities, some of whom will as a result oppose or boycott the supermarkets.

Given its phenomenological focus on consumers’ perception, this study provides an emic perspective on the phenomenon of ethnic retail spectacles. Further research should therefore study these contexts from multiple angles, in order to consider the role of other market actors such as retailers or the larger socio-political context.

This paper contributes to existing research by providing an understanding of ethnic minorities’ perceptions of product cross-over, understudied until now when it comes to mainstream marketplaces. Moreover, it highlights the importance of studying retail environments such as supermarkets, where ethnic spectacles enter consumers’ everyday life.

Islamic banking contributes significantly to the total assets of Malaysian banking sector. Yet, many argue that Islamic banking in Malaysia does not receive satisfactory support and participation from the public mainly due to poor awareness of its products and services and misconception about the Islamic banking system. It is timely to study consumers’ awareness of Islamic banking in the hopes of providing useful strategies for and assistance with marketing plans. This study is to explore consumer awareness towards Islamic banking products and services across a diverse set of demographic variables.

A quantitative approach was used in this study. A total of 1,000 questionnaires were distributed via convenience and snowballing sampling method to bank customers in a public university in Malaysia, and 817 responses from the survey were used for the analysis. Descriptive and non-parametric statistics were employed to answer objectives of this study.

The findings of this study are anticipated to provide a holistic and comprehensive marketing insight to improve and strengthen Islamic banking in Malaysia.

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.

The identities of Muslim women tend to be essentialized into binaries of what she is and what she ought to be (Golnaraghi & Dye, 2016). For far too long Muslim women’s voices in North America have been marginalized by hegemonic Orientalist (Said, 1978) and traditionalist (Clarke, 2003) Islamic discourses. When it comes to issues of agency, empowerment, and self-expression, it is either imposed by Western ideals or regulated by traditionalist politics of Islam (Zine, 2006). As such, Muslim women activists must engage and negotiate within the dual and narrow oppressions of Orientalist and traditionalist Islamic representations of her (Khan, 1998; Zine, 2006). Given the scarcity of space provided in print media (Golnaraghi & Dye, 2016; Golnaraghi & Mills, 2013) for Muslim women to construct, appropriate, and remake their own identities, some have turned to social media to challenge these dichotomies through activism and resistance. Such a space is necessary in order to recover, resurface, and reauthorize the hybrid voices, experiences, and identities of the Muslim woman on their own terms in order to challenge hegemonic discourse. Highlighting the nuances of feminist activism, particularly that of Muslim postcolonial feminists that can make a difference to Critical Management Studies (CMS) as a community concerned with social justice and challenging marginalization and oppression. The “Somewhere in America #Mipsterz” (Muslim hipsters) video launched in 2013, the site for our critical discourse analysis, is one case where this resistance can be seen, showcasing fashionable veiled Muslim women artistically expressing themselves to the beats of Jay Z.