HOW DOES MARKETING OF ALCHOOL EFFECTS THE CONSUMPTION IN ISLAMIC COUNTRIES
Marketing is a key point to sell more products in any consumption area. That is why the marketing and its strategies are important. Consumers are the focus point in marketing. While they are shopping, they choose the products which they are going to buy according to the various variables. First of all, there is social side (advertisement) such as TV commercials, internet advertising and show bills, flyer and even influence of the social environment that consumers live in (friend, family...). Secondly, there is an individual (personal) side such as beliefs, emotions, norms, family structure etc... Marketing of alcohol and its effects on consumption in Islamic countries is a controversial subject due to religious restrictions and social way of looking. Although marketing and consumption of alcohol in Islamic countries is so sensitive and limited, some cases are in different position. In the article, the effects of marketing on the alcohol consumption, the Islamic countries which consume alcohol (the most and the least) and it will be discussed by comparing and contrasting with examples. When Islamic countries come to the point, religious restrictions, social boundaries and beliefs have the important impact on consumption of alcohol. A successful marketer needs identify the product that is going to be sold. Moreover, marketers must analyse the customers’ behaviour in the brief period. This also involves the financial situation of average customers, because the customer profiles keep changing. Furthermore, due to the effects of globalization, marketers must follow and watch the world’s trend closely and act according to these variables. The religious rules (restrictions) have complicated influence on consumers. It is hard to anticipate, because religious beliefs are unchangeable. In other words they are dogmatic.
KEY WORDS: Marketer, Marketing, Consumption, Consumers
GAIN Report(1998), The Saudi Market for NonAcoholic Beer, Prepared by : Us Embassy John H. Wilson.
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