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Home > European Journal of Marketing > Volume 46 issue 7/8 > SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL SERVICES
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EarlyCite Article
SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL SERVICES
Document Information:
Title:
SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL
SERVICES
Author(s):
Rusnah Muhamad, (University Malaya), TC Melewar, (Brunel University),
Sharifah Faridah Syed Alwi, (University of Malaya)
Citation:
Rusnah Muhamad, TC Melewar, Sharifah Faridah Syed Alwi, (2012)
"SEGMENTATION AND BRAND POSITIONING FOR ISLAMIC FINANCIAL
SERVICES", European Journal of Marketing, Vol. 46 Iss: 7/8
Article type:
Research paper
Publisher:
Emerald Group Publishing Limited
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Purpose - The purpose of this paper is to explore the different segments of
consumers in the Islamic financial services industry (IFSI) and their relationship
with product/brand positioning for Islamic financial services (IFS).
Design/methodology/approach - In-depth interviews were conducted with
individuals in managerial positions among the key market players in the IFSI to
explore the segmentation of consumers and their buying motives.
Findings - Four segments of IFS consumers emerged, namely, Religious
Conviction Group; Religious Conviction and Economic Rationality Group; Ethical
Observant Group and Economic Rationality Group. These segmentation
groups were appropriately categorized through a psychographic (value)-based
approach.
Research limitations/implications - The empirical findings of this study pave
the way for embarking on promising and relevant future research, which is
needed to substantiate and enrich the academic understanding and managerial
practice of linking market segmentation and brand positioning for IFS in the
global market. Future research should focus on analysing these issues from the
perspective of consumers of IFS to identify the purchase trend.
Practical implications - The study provides empirical evidence of the bases or
initial dimensions of consumer segmentation for IFS. The findings are useful in
guiding the management of institutions offering Islamic financial services (IIFS)
in making decisions relating to the marketing communication and promotion
strategy as well as product and brand positioning strategy.
Originality/value - For both academia and the IFSI, this study provides useful
knowledge in strategically using market segmentation to position IFS in the
global market.
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