Introduction
The article by Miles Young, called “What Muslim Consumers Expect”, published in the journal of “Market Leader”, discusses the special considerations that marketers should put in place when selling to Muslim consumers. This paper analyzes the issues raised in the article.
The article
The focus in the article is how to sell to Muslim consumers; the writer is of the view that the western nations and companies have sidelined this market segment in their marketing practices. The articles sends some light to the approach of the market segment where the writer is of the opinion that there are some ideologies, related to the practices of the religion that need to be looked into when marketing for this segment.
The writers starts the article by criticizing western marketing approach which he is of the opinion that the market segment has been taken as any other market segment, a factor that has challenged efforts to tap the market effectively.
The writer after diagonising the approach taken by the westerners, he comes up with suggestions on how the market can be tapped effectively. He brings the issue of the influence that religion and culture have on how people behave and the kind of choices they make. According to the article, Muslims are special market segments that need some special recognition if one has to build a strong brand name.
The writer in the article is of the opinion that despite the market segment being like any other section, the influence that their religion has should be considered, a marketer should develop marketing policies that seem to be in line with the needs of the muslims religion.
At the beginning of the article the writer is of the view that the market is one of the largest market segment that the world has, it can assist marketers in numbers abd has a strong financial base.
The theory that prevails
When Mile was writing the article, there is one theory that has stood out and needs to be considered when dealing Muslims; the theory of culture intelligence.
Cultural intelligence is a marketing strategy management tool with an organizational psychology, which emphasizes that understanding or individual, group, communal and national culture enhances strategic management; it influences the capacity for a business to engage successfully in a certain environment.
In this case the most dominant aspect of the Muslims is the culture and religion that they subscribe to; to have an appropriate marketing campaign a marketer needs to understand the dynamism of the market. According to the managerial tool, human behavior is to a large extent and element of their culture, consumer behavior, attitude, beliefs, suppliers and country of origin perception has an influence on business.