Sharia Retail Competitiveness and Consumers’ Behavior: Should Sharia Retail Capitalize Islam?

DOI

10.2991/assehr.k.200529.246How to use a DOI?

Keywords

sharia retail, conventional retail, marketing strategy, Islam capitalization, consumers’ behavior

Abstract

This research aims to formulate the sharia retail marketing framework, focusing on minimarkets and supermarkets capitalizing Islam to sustainably compete with conventional retail. To reach the goal, literary reviews on neuromarketing and the Islamic perspective of consumerism were carried out. After that, we build a framework and use it to evaluate recent Islamic branded stores conditions. Islamic stores reviewed located in Jakarta, Indonesia. The result shows that Islamic stores lack neuromarketing determinants (color, light, sound, spatial arrangement, and aroma). Therefore, we propose strategical implications taken by sharia retail in reaching competitiveness by means of developing a sharia marketing that fulfills the neuromarketing as well as social identity requirements. This article should help sharia-based retail practitioners to better understand good marketing strategies and their relevance to Islamic teachings. They should be able to adopt the strategies and build successful and sustainable sharia retails.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - M. Elfan Kaukab
AU  - Aksamawanti
AU  - Machfudz
PY  - 2020
DA  - 2020/05/04
TI  - Sharia Retail Competitiveness and Consumers’ Behavior: Should Sharia Retail Capitalize Islam?
BT  - Proceedings of the 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019)
PB  - Atlantis Press
SP  - 1175
EP  - 1179
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200529.246
DO  - 10.2991/assehr.k.200529.246
ID  - Kaukab2020
ER  -