Female Muslim consumer purchase preferences for digitally printed portable prayer rugs

Abstract

The purpose of this study was to investigate female Muslim consumer preferences related to digitally-printed portable prayer rugs in the context of the FEA (Functional, Expressive, and Aesthetic) consumer needs model. For this study, the researcher designed and produced a series of eight digitally printed portable prayer rugs using motifs influenced by Islamic ornamental art to use as examples in this study. The FEA consumer needs model by Lamb and Kallal (1992) was incorporated as framework for the study in order to evaluate the digitally-printed portable prayer rugs. Fifty participants of female Muslim consumers participated in this study. A quantitative method was implemented in this study in terms of data collection process to measure the level of interest among Muslim women in purchasing digitally printed portable prayer rugs for their functional, expressive, and aesthetic values. Simultaneously, the potential for marketing digitally printed portable prayer rugs as a social enterprise to provide employment for low-income Muslim women and its influence on the purchase decisions of socially concerned Muslim consumers was examined. Findings from this study indicated that female Muslim consumers were interested in purchasing the digitally-printed portable prayer rugs. Results revealed that the functional value of the digitally-printed portable prayer rug was the most influential factor affecting the purchase intention of female Muslim consumers. Finally, the strategy of marketing digitally-printed portable prayer rugs as a socially responsible product (fair trade product) positively influenced purchase intentions of female Muslim consumers toward those rugs.