Türkiye İslam İktisadı Dergisi, Cilt 2, Sayı 1, Şubat 2015, ss.

17-30
Turkish Journal of Islamic Economics, Vol. 2, No. 1, February 2015, pp. 17-30

THE EFFECTS OF MARKETING MIX ON CONSUMER

SATISFACTION: A LITERATURE REVIEW FROM ISLAMIC
PERSPECTIVES

Selim AHMED1 and Md. Habibur RAHMAN2

Abstract
Customer satisfaction is one of the essential factors for the success of a company. To
achieve the high customer satisfaction, companies must know when and how their
customers are satisfied about the products and services. Nowadays, different companies
follow different types of marketing strategies based on the target market demand. The
majority of companies follow a conventional marketing strategy, but some companies
choose to follow a religious or spiritual marketing strategy such as the Islamic
marketing strategy. Conventional marketing strategies satisfy the customers based on
the current needs of the customer, whereas, Islamic marketing strategies satisfy the
customers based on the human values, marketing cultures, and Islamic rules and
regulations (shariah laws). Apart from conventional marketing strategies, the Islamic
marketing strategies more focus on religious rules and ethics which do not exist in
conventional marketing. Thus, this study discusses how marketing mix (product, price,
place and promotion) influences customer satisfaction from Islamic perspectives and
why it is necessary for the consumers.

Keywords: Marketing mix, Customer satisfaction, Islamic marketing

1. Introduction
The concept of marketing from an Islamic perspective is different from the conventional
one. The conventional marketing concept, as many authors have attempted to define,
can be explained in many different ways. It was first defined in 1948 by the American
Marketing Association (AMA), United States of America, as “the performance of
business activities directed toward, and incident to, the flow of goods and services from
producer to consumer or user” (Kotler and Armstrong, 2004). In 1985, AMA changed
this definition and defined the marketing concept as “the process of planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and organisational objectives”

1
Corresponding Author, Department of Business Administration, International Islamic
University Malaysia, Jalan Gombak, 53100 Kuala Lumpur, Malaysia; e-mail:
selim.research@gmail.com
2
Department of Fiqh and Usul al Fiqh, International Islamic University Malaysia, Jalan
Gombak, 53100 Kuala Lumpur, Malaysia.

E-ISSN: 2148-3809
http://www.tujise.org , http://dergipark.ulakbim.gov.tr/beuntujise
DOI: http://dx.doi.org/10.15238/tujise.2015.2.1.17-30

Electronic copy available at: http://ssrn.com/abstract=2563977

Selim AHMED and Md. Habibur RAHMAN

(Kotler and Armstrong, 2004). In 2004, Philip Kotler defined modern marketing as “a
social and managerial process whereby individuals and groups obtain what they need
and want through creating and exchanging products and value with others” (Alom and
Haque, 2011).
Unlike conventional marketing, the Islamic marketing concept was established based on
the basic motives of the creation of mankind and purpose. In Islam, every human life
must follow Islamic shariah rules and regulations which are commanded by Allah the
Almighty. So in Islam, marketing is not confined to just buying and selling or getting
profit from goods and services under any business.
According to Alom and Haque (2011), Islamic marketing is a process and strategy
(Hikmah) of fulfilling needs through Halal (Tayyibat) products and services, with the
mutual consent and welfare (Falah) of both parties (i.e. buyers and sellers) for the
purpose of achieving material and spiritual wellbeing in this world and the hereafter.
They also mention that Islamic marketing must never compromise with unethical
practices such as charging high prices, deceptive practices, misleading information
about the products and services, hoarding, poor services to the disadvantaged
customers/consumers, and selling unsafe products to the customers without informing
them. Islamic marketing strategy always motivates the businessmen or business
organisations to avoid these unethical practices to ensure the highest level of morality
with satisfaction. If the Islamic marketing concept can be established in business
organisations, then all stakeholders will benefit by getting pure products and services
with good conduct on the part of the marketers or businessmen. The forthcoming part of
this paper is a comprehensive discussion about the impact of customer satisfaction
through Islamic marketing mix (product, price, place, and promotion).

2. Islamic Marketing Ethics

Islamic ethics start with the Tawhid (the oneness) of Allah swt, which is the highest and
most important concept in Islam. Brotherhood and social justice are other significant
elements of the ethics of Islamic marketing that are established by prohibiting the
practice of hoarding in Islam (Arham, 2010). In Islamic marketing ethics there is an
amalgamation between the principle of value maximisation and that of the equity and
justice for the welfare of the society (Hassan et al., 2008). The analysis of Mohiuddin
and Haque (2012) indicates that ethical behaviour has two dimensions: one is
conventional and the other is religion-based and Islamic. Only the religion-based ethical
behaviour can lead to the utmost satisfaction of the customers and all stakeholders. The
interests of all parties in a transaction, such as buyers, sellers, business partners, the
community and so forth, are ensured in Islamic teachings and guidelines. Businesses,
from an Islamic perspective, are able to manage a balance among their responsibilities:
to the company, in terms of profits; to the consumers, in terms of providing safe and
quality products; and towards ensuring the welfare of society, in terms of safeguarding
moral and ethical levels of those involved. Thus, there are six categories of ethical
principles that could be applied to marketing activities. These are the principles of
truthfulness, trust, sincerity, brotherhood, science and technology, and justice (Abdullah
& Ahmad, 2010). Religion has a huge influence on consumption, particularly in the

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Turkish Journal of Islamic Economics, Vol. 2, No. 1, February 2015, pp. 17-30

example of Islamic marketing, through consumer choices and decisions. The link
between religion and personal consumption (perishable and non-perishable goods) is
not difficult to find. Ethics deal with the moral issues that embody the values of a
society and address the rightness or wrongness of behaviour. Islam, on the other hand,
gives directions for a Muslim on how he/she should conduct his/her life. Thus, Islam
influences the ethics of Muslim employees and managers (Koku & Jusoh, 2014). In the
next section, we discussed the effects of marketing mix on customer satisfaction
according to the Islamic marketing ethics.

3. Islamic Marketing Mix

In 1965, Borden first established the concept of marketing mix with a set of 12
elements, namely: product planning, pricing, branding, channels of distribution,
personal selling, advertising, promotions, packaging, display, servicing, physical
handling, and fact finding and analysis. Later Borden regrouped these 12 elements into
four elements, or 4Ps, namely product, price, place (distribution), and promotion to
satisfy the target market (Goi, 2009). Customer satisfaction can be influenced by the
marketing mix (4Ps) based on the Islamic shariah perspective.

3.1 Product
A product is what the company has to offer, whether it is something tangible, like a
mobile phone, or a service, like health treatment. It is anything that can be offered to
satisfy a market’s want or need. Successful companies consider the product’s form,
functionality, features, and benefits from the consumers’ point of view. Moreover, each
and every product must meet the needs of a particular target market (consumers’
expectation). For example, a luxury product should create just the right image for
“customers which have everything” (Goi, 2009). Many researchers suggest that the
basic product must be positioned for better quality and price-conscious consumers.
Other important aspects of product may include: an appropriate product range, design,
warranties, or a brand name. Everyone buys products for their own personal benefit, and
they buy a product with some expectations. For example, consumers buy books with the
expectation of enjoyment and knowledge. There are four types of products. These are as
follows:

1. Formal product: This product refers to the physical item which is bought by
the consumers for their own benefit; for example, mobile, computer, and etc.
2. Core product: The core benefit is associated with using the formal product;
what the customer is actually buying from the companies; for example,
knowledge or status.
3. Augmented product: The totality of benefits that the customer receives from
the formal product; for example, time saved or quick access to information.
4. System product: This product refers to the expansion of the augmented product
– the attendant add-on and extras that come with the formal product; for
example, manuals, training support (Kotler et al., 2009).

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3.1.1. Product in Islamic Marketing

In Islamic marketing, product must be pure and permissible (halal). This includes the
fact that there should not be any harmful ingredients in the product which can affect the
consumers and the society negatively. This, in effect, means that the production of the
product must be guided by the Islamic code of conduct, which is driven by the Islamic
shariah laws. According to the Islamic shariah laws, the exchange of products or
services, such as alcohol, gambling, prostitution, magic, etc. are not allowed to be sold,
even if they reap high profits (Alom and Haque, 2011).
From an Islamic perspective, marketers should not hide anything from the buyers, even
if the product has some defects, nor should they add attributes to the product that do not
exist. Regarding product selling, Prophet Mohammad (SAW) said the following:
The seller and the buyer have the right to keep or return goods as long as they
have not parted, or till they part; and if both the parties spoke the truth and
described the defects and qualities (of the goods), then they would be blessed in
their transaction, and if they told lies or hid something, then the blessings of
their transaction would be lost. (Narrated Hakim bin Hizam, Arham, 2010).
Based on this, we can understand that the seller must inform the buyer about the quality
and any defects of the product before making any transaction. If the seller or buyer lies
or hides something from the other, then it will not be considered a halal (permissible)
business transaction. Therefore, firms and companies must be honest and ethical in
order to provide the best quality of products or services. This will therefore fullfil their
customers’/consumers’ expectations in accordance with Islamic rules and regulations
(shariah laws).
Prophet Mohammad (SAW) also mentioned that if you are selling a product, then you
must not mix good quality products with bad quality products. As an example, there is a
hadith (narration) where the Prophet went to the bazaar and saw that one person was
selling some dates in a basket. At the top of the basket all the dates were shining and
looked to be high quality. However, once the Prophet put his hand into the basket, he
found that all of the dates were wet and were of very poor quality compared to those at
the top. After that Prophet said that a person should not to sell a product to anyone
unless they know everything about its quality. From the above example, we can
understand that businessman and marketers must be honest and provide the best quality
product in order to achieve the customer’s complete satisfaction, from the Islamic
perspective.

3.1.2. Relationship between the Product and Customer Satisfaction

According to the Islamic perspective, products or services can influence customer
satisfaction through five principles, namely lawfulness, purity, deliverability, precise
determination and cleanliness. The first principle, namely that the product should be
lawful, should not cause dullness of mind and lead to the customers dissatisfaction
about the product or service. The second principle, where the product must be pure,

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must have high quality features, therefore satisfying the customers’ expectations. The
third principle, the deliverability of the product, encompasses whether or not the
product is deliverable. This can include promising the notion of birds in the sky, fish in
the sea, etc. that the seller cannot produce, then seller must not attempt to sell it to the
customer. The fourth principle, precise determination, encompasses the exact quantity
and quality of the product. The seller must be able to inform the buyer about the actual
portion of the product. The fifth and final principle is in regards to the product’s
cleanliness. Unclean products (i.e., items that include dog, pig, unclean garments etc.)
must not be sold to customers. Clean products motivate customers to be loyal and
satisfied of a particular product, and therefore with the company. In addition, the
production process should be permissible (Halal) and pure (twayyib), in that it should
ensure that the ingredients have been taken/extracted/obtained from lawful sources, to
the extent that it is free from any harmful consequences (Saeed et al., 2001).
In Islamic marketing, customer satisfaction can be increased through product
differentiation. If the firms produce a variety of products based on customer needs, then
customers can get the privilege of choosing from the many options. Moreover, if the
company can improve the product quality but sell at the same price and conduct
business following Islamic shariah laws (free from harmful and unethical practices),
then the customer would be satisfied, and therefore motivated, to buy the same product
or brand again and again from the one seller.

3.2. Price
Pricing is one of the important decisions that need to be made by a firm which would
affect its revenue and profitability. In determining the price of a product, a company or
marketing manager needs to consider not only the costs it takes to produce the item, but
also the customer’s perception on the value of the product (Hanna and Dodge, 1995).
Moreover, companies strive to get the maximum margin by looking at a whole range of
possibilities to set the right price to certain types of customer.
In economics, Adam Smith gives the notion of price as “value in exchange”. Moreover,
price is determined by the intersection of supply and demand in the market, or the so-
called market mechanism (Stiglitz & Walsh, 2006). While from a marketing
perspective, price is defined as “The amount of money charged for a product or service,
or the sum of the values that consumers exchange for the benefits of having or using the
product or service” (Kotler and Armstrong, 2004).
With respect to the types of market, companies face different conditions in order to set
the price for its products. In a perfect competition market, companies become only a
price taker, which means that it could not (freely) set its own price(s). Instead it has to
follow the market price. Given many sellers and no information asymmetry, a perfect
competition market would mean that there would be no room for each seller to earn
abnormal amounts of profit, and instead it entitles each company to get a normal or
equal profit only. Whether they like it or not, companies have to set their price equal to
market price. If it is more than market price, the consumers would not buy from them
and find other sellers instead. Meanwhile, if it is less than market price, the company
would receive many demands and would not be able to meet this expectation as their

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stocks would be limited. The other feature of perfect competition market is that there
would be no product differentiation, as all sellers would supply the generic, or perfect
substitutions of, goods.
According to Kotler and Armstrong (2004), price is one important element of marketing
mix. In determining price, firms should consider other marketing mix elements, due to
any decision made pertaining to those elements would affect the price too. Thus, firms
have to think comprehensively with regards to the marketing mix strategy, especially
when considering the price. In the product development stage, instead of analysing the
product features first, firms can set the ideal selling price first for particular customers,
then develop the product to suit that price. This technique is called ‘target costing’
(Kotler and Armstrong, 2004).

3.2.1. Pricing in Islamic Marketing

Islam is a complete and comprehensive way of life. It covers all aspects of human
activities including society, politics, economy, education, spirituality etc. and does not
tolerate any attempts to secularise human activities (Abdullah and Ahmad, 2010).
Moreover, Islam puts more emphasis on the life in the hereafter. In other words, any
human activities in this current life would determine a person’s status in the hereafter,
and whether they would end up in paradise or hell. Given the totality of Islam, it can be
applied in all areas including, but not limited to, the social sciences, physics, biology,
law, and, notably, marketing (Saeed et al., 2001). Moreover, Saeed et al. also propose
using Islamic marketing ethics as an alternative to secular approaches, for three reasons
which include: (1) the absoluteness of Islamic teachings, (2) the transcendental aspect of
absoluteness and non-malleable nature, and (3) the emphasis on value-maximisation
instead of profit-maximisation.
With regard to the value-maximisation, Saeed et al., (2001) explain that it is based on
the concept of justice. In the holyur’an, Allah orders the believers to do justice.
O ye who believe! Stand out firmly for justice, as witnesses to Allah, even as
against yourselves, or your ... lusts (of your hearts), lest ye swerve, and if ye
distort (justice) or decline to do justice, verily Allah is well-acquainted with all
that ye do. (Annisa, 4:29)
Based on the above verse, Muslims should practice justice under any condition, even if
it may be against their own self, family or group interests. Moreover, Muslims should
avoid bias when judging or dealing with others. Finally, in the business and marketing
context, justice relates to “fair play” and “just dealing” (Saeed et al., 2001).
The application of justice can be found in many business examples. In trade, sellers
must inform customers of the features of the products, including the defects if any to
ensure that the price paid is equal to the quality and value perceived by customers. In
the service sector, restaurants have to be transparent by informing customers the prices
of foods and beverages. In Surah Annisa verse 49, Allah orders the believers to practice
justice, fair play, and just dealings:

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O you who believe! Eat not up your property among yourselves unjustly except
it be a trade amongst you, by mutual consent. And do not kill yourselves (nor
kill one another). Surely, Allah is Most Merciful to you.
To assure that just dealings and fair play exist in a trade contract, the features of the
goods (subject matter) must be precisely defined by both contracting parties (seller and
buyer). Prophet Muhammad SAW encourages the parties to a contract to mention all
aspects of the agreement to avoid misunderstanding which can lead to legal dispute as
mentioned in the hadith narrated by Ibn Abbas below:
“Allah’s Apostle came to Medina and the people used to pay in advance
the price of fruits to be delivered within one or two years. (The sub-narrator is
in doubt whether it was one to two years or two to three years.) The Prophet
said, "Whoever pays money in advance for dates (to be delivered later) should
pay it for known specified weight and measure (of the dates).” (Book #35,
Hadith #441, Sahih Bukhari)
Islam does not view pricing solely from the business perspective but also from the
interest of society. According to Abdullah and Ahmad (2010), all parties’ (buyers,
sellers, society, etc.) interests are protected in Islam. The idea here is that any self-
interest should not sacrifice the other higher objectives. In other words, business
organisations have to move beyond the narrow-minded objective of profit-
maximisation. Saeed et al. (2001) argued that too much reliance on profit-maximisation
would create problems of moral hazard. Consequently, companies would create ways to
maximize profits that sometimes may harm the society.
The case of the sub-prime mortgage crisis in US in 2008, for instance, was mainly
driven by speculative actions of financial institutions for more profits by creating
complicated financial products. They engaged in trickery to improve the products
features. In financial markets, to attract more demand for securities, they should obtain
a triple A rating. The conflict of interests persisted as the issuer of securities paid rating
agencies huge funds for high ratings. When the crisis started, many securities buyers,
mortgage borrowers and people on the street did not now what was going on. The sub-
prime crisis was escalated by the financial and economic crisis with the middle and low
income earners badly affected. Many of them become homeless, lost savings, jobs, and
futures. The crisis spilled over to other countries and almost all the world experienced
recession on different levels.
The lesson learnt from the above crisis is when greediness is blended with competition
to maximize profits, it is likely to lead to adverse outcomes. The financial institutions
involved sought their own benefit without considering the impact to the society,
economy, and environment. Saeed et al. (2001, p. 130) clearly mention the impact of
this pursuit of money;
Pursuit of money alone will lead a business person towards the path of
treason, lying, fabrication, false testimony, standing in the way of duty and
assiduous search, and the pursuit of valueless earnings. In this struggle of
amassing wealth, he/she will be ready to sacrifice his/her honour and forsake
the higher moral value.

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Al-Qur’an addresses this issue in Surat At-Takathur:

Competition in [worldly] increase diverts you. Until you visit the graveyards.
(102: 1- 2)
People who blindly follow their desire to maximise profit would not realise that they are
in an endless worthless race until they die. To put it back into perspective, in terms of
objective, there should be something beyond short term benefits. Companies should
adopt value-maximisation as their objective. This concept is somewhat similar to
societal marketing, however, it differs in the afterlife dimension and the responsibility
to God as the Creator and Sustainer of the universe.
The other dimensions of pricing from the Islamic perspective include Islam’s
prohibition of hoarding, false swearing, price control, while encouraging free trade in
the market (Syed, 2008).
Narrated Tawus: Ibn ‘Abbas said, "Allah’s Apostle said, ‘Do not go to meet the
caravans on the way (for buying their goods without letting them know the
market price); a town dweller should not sell the goods of a desert dweller on
behalf of the latter.’ I asked Ibn ‘Abbas, ‘What does he mean by not selling the
goods of a desert dweller by a town dweller?’ He said, ‘He should not become
his broker.’ “(Book #34, Hadith #367, Sahih Bukhari)
Narrated ‘Abdullah bin Abu Aufa: A man displayed some merchandise in the
market and took an oath that he had been offered a certain price for it while in
fact he had not, in order to cheat a man from the Muslims. So then was
revealed:--"Verily! Those who purchase a small gain at the cost of Allah’s
Covenant and their oaths..."(3.77) (Book #60, Hadith #73, Sahih Bukhari)
In the case of any threats that could potentially damage the market mechanism, the
authority could interfere in the market by imposing penalties upon parties that
deliberately harm the public interest (Saeed et al., 2001). For instance, a seller or group
of sellers conspire to increase the market price by hoarding products. To safeguard the
public welfare, the government or market authority could impose severe punishments
on the sellers involved in such a scheme. Moreover, the market authority could continue
interfering in the market by increasing the supply of the goods. Once the supply of
goods returns to normal, the market authority should withdraw their intervention in the
market and let the market players engage in free trade.

3.2.2. Relationship between Pricing and Customer Satisfaction

According to Hallowell (1996), service management literature suggests that the
customer’s perception of the value received would influence customer satisfaction.
Moreover, Anderson et al. (1994) suggest that customer satisfaction is a function of
quality, price, and expectations.
It is important for a firm to satisfy their customers. After having satisfied the customers,
the firm can rely on this type of customer basis to improve its profitability. Anderson et
al. (1994) suggest that loyal customers would stabilize the cash flow of a firm. They
give the example of three colleagues who frequently buy their meals in a restaurant near

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their office. Let’s say, the average price of a meal is $6 and they visit the restaurant
three times a week, given those conditions, the restaurant can earn $2,700 annual
revenue. If the restaurant has another one hundreds loyal customer with similar buying
behaviour, the restaurant would have an annual revenue of $90,000. With that in mind,
loyal customers are the main source of revenue of a company. Hence the company
needs to retain them to ensure its sustainability.
With regard to pricing a product, a company or marketing manager needs to consider
not only costs of production, but also the customer’s perception on value of the product
(Hanna and Dodge, 1995). Before deciding to buy a product or service, customers have
the expectation in mind regarding the specifications, quality, value and price of the
product or service. If their expectations meet the reality of the product or service
encountered, they would be satisfied. Moreover, if the trend of satisfaction among
customers keeps improving, then the company would be expecting customer loyalty.
Loyal customers would benefit the company in the long run. According to Anderson et
al. (1994), customer satisfaction positively affects the profitability (return on
investment) of company in future periods. Moreover, given the long run nature of
customer satisfaction and quality, any funds allocated to improve them should be treated
as investments instead of expenses.
Finally, customer satisfaction should be regarded as one of the main objectives of a
company. Meeting this condition would provide a basis for customer loyalty which
would benefit the company in the long run. With respect to pricing decisions, the
customers do not solely want cheaper prices, what they want is value of the products or
services equal to their expectations.

3.3. Place (Distribution)

A place or distribution channel is a way of transporting the product to the customer and
the level of accessibility of the product to customers. This element of marketing mix is
like the vehicle for the other elements of marketing (product, price, and promotion).
Without place, the customer will not have access to products. Distribution channels can
be defined as “a path through which goods and services flow in one direction (from
vendor to the consumer) and the payments generated by them that flow in the opposite
direction (from consumer to the vendor)”.
There are some basic channel decisions that a marketer must make before venturing to
make the products accessible to the customers. These decisions are direct or indirect,
single or multiple, cumulative length of the multiple channels, types of intermediary and
the number of intermediaries at each level. A channel is said to be direct when the
distribution is from the company to the customer and the payment is paid directly to the
company. When a channel is indirect, the company sends the products to a distribution
centre and the distribution centre distributes to their major distributors and each
distributor will send the products to retailers which will be made accessible to the local
or global customers depending on how big the company is. The two types of
distribution channels discussed above are for physical and tangible products. For
services, a service channel will ensure the accessibility of the services to customers.

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3.3.1. Place (Distribution) in Islamic Marketing

As mentioned earlier, Hassan et al. (2008) described Islamic marketing principles as a
way of combining value-maximisation with the principle of justice for a broader scope
of public welfare. As such, conventional marketing looks deep into value maximisation
of products and services, while Islamic marketing adds the principle of justice so that
the welfare of the customers are properly considered and not overtly concerned with
value maximisation. ‘Marketing’ is fundamentally based on the concept of capitalism
and sociological theories of the growth of consumerist culture (Alom and Haque, 2011).
Marketing and the elements pertaining to it focus directly on increasing wealth and
abandoning the social effect of customer’s beliefs and culture. In the case of
distribution, there are different issues. Some of the unethical practices that pertain to
distribution channels are listed below:
 Manipulating the availability of a product with the aim of exploiting
the customers
 Coercing customers in the distribution channel
 Exerting undue pressure over the resellers’ choice to handle a product
 Using packaging designs without proper security and safety for the
product
 Inappropriate packaging of the product
 Transporting dangerous and toxic products through public highways
 Distributing haram products together with halal products (Hassan et
al., 2008).

All of these practices are against Islamic marketing ethics for distribution channels. The
ethical behaviour of an Islamic marketer should be of a fair and just person without
exploiting customers or deceiving them in any manner.

3.3.2. Relationship between Place (Distribution) and Customer Satisfaction

As mentioned earlier, one shall not forget that the Islamic marketing system aims at
maximizing the satisfaction of customers so as to enable adequate exercise of human
values, marketing culture and Islamic rules and regulations, as Islam ideates a customer
oriented marketing culture to be – for the purpose of the whole human wellbeing and
consecrated life (Alom and Haque, 2011).
In conclusion, distribution channels are very important for customer satisfaction and
retention as it is the vehicle that connects the products and services from the producer to
the customers. However, ethically, the principles of Islamic marketing discourage
anything that will bring discomfort for customers and in terms of distributing products
to customers, it ought to create value and improve the standard of living of the people.
All the elements of marketing mix are inter-related; thus, when the product produced is
not Halal or ethically unfit for consumption or use, it must not be distributed to
customers. If the product is Halal but priced too high for customers to buy, it must not
be distributed for sale. In addition, if the product is full of deceit (promoted wrongly), it

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does not uplift the moral standard, and as such, it should not be distributed to customers.
Islamic marketers are obliged to understand and project themselves in a fair and upright
manner as well as Islamic distributors.

3.4. Promotion
According to the definition of the Chartered Institute of Marketing (2004), ‘promotional
mix’ is “a term used to describe the set of tools that a business can use to communicate
effectively the benefits of its products or services to its customers”. Thus, promotional
mix is said to include tools such as advertising, public relations, sales promotion, direct
marketing, and personal selling. Businesses need to inform customers of the products
and services they provide in order to facilitate the firm’s survival in the very
competitive business environment. In addition, “effective communication with your
customers is vital to ensure that your business generates sales and profits”. This latter
part of the explanation given by the Chartered Institute of Marketing (CIM) is where
promotion in Islamic marketing would beg to differ, since generating sales and profits is
not the main objective or goal of businesses implementing Islamic marketing.
Promotional mix activities can be beneficial in terms of social and economic
progression by encouraging “healthy competition”, however from the lens of an Islamic
marketer, these activities should not encourage wasting or overspending of resources
(Abdullah & Ahmad, 2010). Furthermore, the concept of promotion in Islamic
marketing focuses more on providing customer satisfaction, rather than satisfying one’s
(the firm’s) own goals alone.

3.4.1. Promotion in Islamic Marketing

Due to the lack of written literature specifically on ‘promotion’ in Islamic marketing, or
‘promotion’ from an Islamic perspective, this section looks at the various literature that
is in one way or another related to this topic, such as those written on Islamic marketing
in general, Islamic economics, and the like. This allows us to make inferences as the
basis of Islamic perspective lies on the same two main sources, i.e. the Quran and
Sunnah
Muslim marketers must ensure that all aspects of marketing activities, such as
planning of goods and services, pricing and distribution strategies, as well
as the promotional techniques used, are in accordance with the regulations
stipulated in the Quran and the Sunnah. (Abdullah and Ahmad, 2010)

Abdullah and Ahmad (2010) outlined six categories of ethical principles (Islamic
perspective) which are applicable to marketing activities i.e. truthfulness, sincerity,
trust, justice, brotherhood and science and technology. On similar grounds, Ibn al-
Ukhuwwah mentioned that over-praising or exaggerating of qualities and attributes that
the product or service does not have, is in fact unethical, particularly under Islamic
marketing ethics (Hassan et al., 2008). Thus, when dealing with such marketing activity
as ‘promotion’, “all aspects of communication to the consumers, whether through

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Selim AHMED and Md. Habibur RAHMAN

advertising or personal selling, must be done in a truthful manner without any intentions
of misleading them or cheating them.” (Abdullah and Ahmad, 2010).
In Islamic ethics, promotional techniques must not use sexual appeal, emotional appeal,
fear appeal, false testimonies, and pseudo research appeal, or contribute to the dullness
of the mind or encourage extravagance. Within the Islamic framework, these
promotional techniques are unethical since these methods can be utilised purely to
exploit the basic instinct of consumers worldwide with a view to gain profits and greater
market share (Hassan et al., 2008).
In addition, Hassan et al. (2008), further mentioned that “Prophet Muhammad (SWS)
expressly condemned all manipulative promotional behaviour stating that, “One who
cheats us is not one of us” (al-Nawawi 2: 770)”.

3.4.2. Relationship between Promotion and Customer Satisfaction

Alom and Haque (2011) stated that:
“Target of Islamic Marketing System is to maximize the satisfaction of
consumers as well as that of whole mankind and to ensure proper exercise of
human values, marketing culture, Islamic rules and regulations as because
Islam envisages a consumer oriented marketing culture which ensures human
wellbeing and sanctified life”.
From the above can be inferred that when talking about ‘promotion’ in Islamic
marketing, maximisation of customer satisfaction is very important as this Islamic
perspective emphasises on a “consumer-oriented” marketing approach. Thus one can
say that all aspects of Islamic marketing, in terms of marketing mix, (price, product,
place, and promotion) while upholding and adhering to the rules and regulations in the
Quran and Sunnah must maximise and prioritise “customer satisfaction” over “profit”.
Arham (2010) mentioned that customer satisfaction is arguably the “key towards
sustainable business development”. He also added that from learning how the Prophet
(SWS) conducted his selling techniques, such as not concealing anything from his
buyers, it can be concluded that Islam regards customer satisfaction highly (Arham,
2010). Being able to deliver promises made during promotion, whether it is through
direct selling, advertising, sales promotion, or any of the methods, is very important.
Not being able to deliver promises made would decrease customer satisfaction on one’s
business. Providing customers with honesty, transparency, truthfulness, sincerity and all
the Islamic ethical values encompassed in the promotional techniques, would definitely
increase customer satisfaction, which would most likely enhance customer loyalty.
Thus implementing Islamic marketing in one’s promotional activities can serve as a
competitive advantage for one’s firm, as opposed to the widely practiced conventional
methods of promotion where various ethical aspects are questionable.

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Türkiye İslam İktisadı Dergisi, Cilt 2, Sayı 1, Şubat 2015, ss. 17-30
Turkish Journal of Islamic Economics, Vol. 2, No. 1, February 2015, pp. 17-30

4. Conclusions
It is indeed very true that Islam provides a complete way of life. It parcels all features
and safeguards human kind for unnecessary ‘evils’ of society. A lot of the issues and
problems faced in society nowadays are a result from the lack of ethics in our daily
lives. People tend to be overridden by greed and self-satisfaction, i.e. competition and
profit maximisation rather than looking at cooperation and moderation, which the latter
pair are what forms the basis of Islamic worldview. When talking from an Islamic
marketing perspective and comparing ‘competition and profit maximisation’ versus
‘cooperation and moderation’, the latter pair provides a “win-win” situation in that it
facilitates ‘satisfaction’ to both the consumers (customers) and the sellers (promoters),
as opposed to the former pair which serves to only satisfy the sellers. Thus, in order to
avoid promoting ‘toxins’ towards society, businesses should implement Islamic
marketing through all their marketing mix strategies to gain not only better ‘rewards’ in
this world, but also for the hereafter.

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Selim AHMED and Md. Habibur RAHMAN

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