An Exploratory Study of Muslim Consumers’ Expectation of an Islamic–Based Retail Store and Their Patronage Motive

Abstract

A recent trend in the Malaysian retail industry is the growing Malaysian Muslim consumers’ conservatism, and the need to adopt to the Islamic way of life. Stores are adjusting retail elements to suit Islamic cultures and values to win the heart of Muslim consumers. The phenomenon of religious customization of retail outlets has not been explored in marketing areas, and thus little is understood on consumers’ patronage motives and their expectations of retail Islamic stores. The aims of this study are twofold: to explore Malaysian Muslim consumers’ expectations of an Islamic-based retail store; and their motive to patronize an Islamic-based retail store. Interviews performed in the Northern region of Malaysia suggests unique religion-related motives to patronage of the stores. Findings show respondents have unique expectations on retail stores, besides the contemporary factors as reported in the mainstream retailing studies. This study shares some initial insight into criteria for Islamic retail-based segmentation for Muslim consumers. Implications and limitations of the study are also discussed.