ABSTRACT
Building a Marketing Framework for the Muslim Consumer Segment
DAAIM SHABAZZ
Florida A&M University
DAAIM.SHABAZZ@FAMU.EDU
936 Saddle Creek Run
Tallahassee, FL 32301
(850) 322-0015
Given the difficulty that Muslims have in finding products and services suited for their lifestyles,
it is then clear that any strategy used to market to Muslims must entail a number of details
including core Islamic values, core societal values and an emotional appeal. The statement of
the problem is that marketing channels are not fully optimized to reach this sizable, fastgrowing and affluent segment and that there needs to be a framework designed to appeal to
the Muslim consumership. This paper will produce a framework that will present a decidedly
different approach consisting of both rational and emotional factors to build successful
marketing strategies for the Muslim segment.
Keywords: Cross-cultural communication, multi-cultural marketing, Islamic marketing, consumer
behavior