Question

Muslim consumer behaviour is based on values, norms and culture in Islam, where the choice and priority for a product are influenced by belief in the Holy verses of Al Quran and Sunnah. Therefore for a Muslim user, avoidance of conspicuous consumption is a priority.

a)  Discuss what conspicuous consumption means in the statement above.

b) If a product is marketed specifically as a luxury symbol, does it mean that the product cannot be marketed to Muslim consumers? Elaborate your answer by referring to the term Tarafiyat and Tahsiniyat.

Answer 1

Solution:

a:

As per the given description, the Muslim consumer buys a product that matches well with their values, norms, and culture. Hence, the avoidance of conspicuous consumption happens to be their prime priority. In this context, the conspicuous consumption means buying of products that are luxury, costly, and enrich the prestige of a particular person. Hence, as per the Muslim consumer values, they may not buy products that increase their prestige or societal status because of the luxury products they own. This is what conspicuous consumption means in the context given above.

b:

It is not necessary for the product brand to not cater to the Muslim consumers. It is possible that many Muslims may not believe in their religious views as far as purchasing a product is concerned and a brand can treat the market as same without discriminating against advertising for Muslim population as well. Tahsiniyat is very much similar to establishment where a person has the attainment which is towards self-actualisation. The person does not associated herself with any possessions and is focused on developing thoughts that accumulate greater thoughts than self centered. Thus is also one of the reasons why Muslim culture demands the people to attain the state of self actualisation where there will be no need to own personal belongings to increase ones self worth and prestige and would rather be more focused on inner engineering of thoughts, a stage which is described as Tahsiniyat.

Hence, this is how the marketers should cater to Muslim population for luxury products.