• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
AMRB: The Modern Muslim Consumer
 

AMRB: The Modern Muslim Consumer

on

  • 2,004 views

- Islam, a growing Ideology ...

- Islam, a growing Ideology
- Marketing to Muslims
- Using varied research techniques
- What we set out to do?
- Understanding values - how?
- Similarities across the Muslim world
- Differences across the Muslim world
- Segment size by market
- Insights can be used...

Statistics

Views

Total Views
2,004
Views on SlideShare
2,004
Embed Views
0

Actions

Likes
1
Downloads
69
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    AMRB: The Modern Muslim Consumer AMRB: The Modern Muslim Consumer Presentation Transcript

    • The Modern Muslim Consumer Celebrating a decade of insight based consultancy in the MENA region
    • Islam - A Growing Ideology Fastest growing mainstream religious denomination (majority in over 50 nations) Young population – Tomorrow’s consumers A highly prescriptive faith, that drives a way of life – leading to similar habits and practices (e.g. over a billion people open their fasts during Ramadan in a similar fashion) Economic power shifting from the Western world to the ‘Orient’ A large consumer base with high relevance for marketers Celebrating a decade of insight based consultancy in the MENA region
    • Marketing to Muslims Syndicated research, jointly conducted by JWT and AMRB across 10 Muslim countries: North Africa Central Asia Algeria, Egypt Turkey, Iran TG: Up-mid market, Urban Muslim population – most relevant to marketers Pakistan, Malaysia, Indonesia Jordan, Saudi Arabia, UAE South East Asia Middle East Celebrating a decade of insight based consultancy in the MENA region
    • Using varied research techniques Desk research, Opinion leader interviews, Focus group discussions, Ethnographic diaries and Survey research (quantitative) A total of 60 focus groups, 40 interviews with opinion leaders and around 7000 face to face interviews… Celebrating a decade of insight based consultancy in the MENA region
    • What we set out to do? Two-dimensional agenda: Commonalities and differences in value systems that could impact choices made by consumers Help marketers to… Design propositions and communication platforms in tune with the culture and values of the Muslim world Celebrating a decade of insight based consultancy in the MENA region
    • Understanding values - how ? • Exhaustive list of Attitude/ Value statements through Qualitative exercise:: Attitude towards Attitude towards Attitude towards Personal choices Media and Self advertising Men/ women Dreams and aspirations Products and Friends/ Traditions and culture services families Generational differences Reduced to a smaller number of ‘themes’ in the quantitative exercise (using factor analysis). Celebrating a decade of insight based consultancy in the MENA region
    • Understanding values - how ? These themes used for: Identifying values that Identifying different attitude resonate across the segments within the Islamic Islamic world world Cluster analysis to arrive at By identifying themes that differentiated value have the least variability segments within the Islamic across markets world Celebrating a decade of insight based consultancy in the MENA region
    • Similarities across the Muslim world Family is paramount At the same time, strong desire for traditions to adapt with changing times. High emphasis on education. A need for self expression, especially among the youth Contrary to popular belief, Western companies and brands well liked and respected. At the same time, Halal aspects considered important across most countries – leading to impact on choices in food, finance and travel. Celebrating a decade of insight based consultancy in the MENA region
    • Differences across the Muslim world Perhaps the first time ever, 5 segments identified based on values/ attitudes of Muslim consumers…. Societal Conformists Religious Conservatives Believe in social norms, even if it Extremely religious, Conservative, overrides personal choices. They lack expect others to follow religious self confidence and not particularly practices. Do not approve gender religious themselves interaction and are anti-media New Age Muslims Religious individuals but do not expect others to follow religious practices. Believe in societal progression and female empowerment. Are pro-media. Non-traditional Very liberal, independent Willing to compromise on and assertive, not very particular about traditions. religious values & ambitious. Like to explore even though against Are open minded and the least affluent group. accepted norms Pragmatic Strivers Liberals Celebrating a decade of insight based consultancy in the MENA region
    • Segment Size by Market Religious Conservatives New Age Muslims Societal Conformists Pragmatic Strivers Liberals All UAE KSA Malaysia Turkey Iran Jordan Algeria Egypt Indonesia Pakistan Celebrating a decade of insight based consultancy in the MENA region
    • Insights can be used … • By marketers looking for learnings on Muslim consumers: – To develop hypotheses for new product ideas e.g. Hair care range for veiled women, fabric care range for thobes and abayas. – For better targeting.. identifying the right segment for the right products, developing specific products for specific segments etc. – To understand how propositions may need to be tweaked in order to appeal to Muslim consumers – To provide direction on developing more original communication content for Islamic markets For more details please contact Aurobindo Choudhury (aurobindo.choudhury@amrb.ae) or Nimesh Nambiar (nimesh.nambiar@amrb.ae) Celebrating a decade of insight based consultancy in the MENA region