Segmentation and brand positioning for Islamic financial services

Muhamad, Rusnah, Melewar, T. C. and Alwi, Sharifah Faridah Syed (2012) Segmentation and brand positioning for Islamic financial services. European Journal of Marketing, 46 (7/8) . pp. 900-921. ISSN 0309-0566 [Article] (doi:10.1108/03090561211230061)


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 IFS 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.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 11977
Useful Links:
Depositing User: Users 3197 not found.
Date Deposited: 19 Sep 2013 13:32
Last Modified: 13 Oct 2016 14:28

Actions (login required)

View Item View Item


Activity Overview
6 month trend
6 month trend

Additional statistics are available via IRStats2.