The Needs of Muslim Consumers Through Islamic Advertising

Abstract

This study aims to analyse the needs of Muslim consumers through Islamic advertising in the context of the Malaysian consumers market. The phenomenological research design is used as the methodology for this study. The researcher collected the data using Round Table  Discussion attended by seven expert informants. As for the data analysis, the study used Constant Comparative Analysis by utilizing Atlas t.i 8.0 software. The findings showed that the informants agreed that there is a promising future for Islamic advertising, especially in infusing positive social values among the consumers in Malaysia, especially in providing a valuable reference for the religious and social values of Malaysian consumers. Five themes from the study outcomes demonstrate the crucial needs of Muslim consumers through Islamic advertising, which are preserving the interest of imān, being just and fulfilling taste and courteousness reasonably, differentiating between needs and desires, avoiding waste, and providing correct information. The results help local advertisers prepare a better opportunity for Muslim consumers' needs regarding the advertisement's content. The findings also assist advertisers in designing more sound advertisements based on the needs of Muslim consumers. It is a small contribution towards the research on Islamic advertising comparing with advertising in general. The study contributes in the context of consumers' needs from advertising relating to their religion and social value.