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Socio-Cultural Environment

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Islamic Marketing

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

Socio-cultural analysis focuses on consumer behavior, especially on acceptance or resistance to change when companies launch new products, new concepts or new formats in Muslim populated areas. Geert Hofstede’s dimensions of culture help marketers to compare countries on different grounds such as the respect of hierarchy, degree of individualism or predominance of masculine or feminine values. Even if these comparisons take into account countries and not separate populations living in a country, the tool is interesting enough for marketers to address Muslim countries covered by Hofstede. He also identifies differences between groups of countries (Arab world vs Sub-Saharan Africa) or between geographically close countries (Malaysia vs Indonesia). The evolution of static and dynamic elements of culture (degree of religiousness vs fashion trends for instance) and irruption of new channels of transmission of culture (mass-media and Internet) modify enormously consumer behavior that tends to be more and more aligned with Western trends.

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Notes

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  1. ESSEC Business School, Singapore, Singapore

    Čedomir Nestorović

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Nestorović, Č. (2016). Socio-Cultural Environment. In: Islamic Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-32754-9_3

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