New Trend

With the volatility of globalization, particularity and universality do coexist (Mattelart, 2009: 50).

U N I V E R S A L I T Y

F L U I D I T Y

M u s l i m S

The Four Types of Muslim Consumers

Rationalist

“What do I get?”

Universalist

“Islamic lifestyle is better”

Apathist

“I don’t care”

Conformist

“It must be Islamic”

Fun

ctio

nal

/ Em

oti

on

al V

alu

e“w

ord

ly w

ise”

: P

rod

uct

Ben

efit

s

Spiritual Value“religious wise” : Compliance to Islamic Values

Low

High

High

Source:

“Marketing to Middle Class Moslem” (2014)by Yuswohady