Mehree Iqbal

Market Testing Procedures for B2C and B2B in Perspective of Radical Innovation

The new market testing procedure has been divided into two typesone type focuses on the general consumers (B2C) and the other on the expert consumers (B2B) who have established strong relationship with the new radically innovated products. This feature will add value to the business to segment their market testing procedures on the basis of targeted consumers. Along with strong literature based on Open Innovation, Lead User method and Delphi Technique; three major case studies have been used to develop the dynamic and flexible market testing procedures. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The businesses can use this procedure to effectively generate useful feedback before commercializing their radically innovated products from their target customers. The developed procedures will provide authentic and reliable data for further development of the businesses product or services. KeywoRdS B2B, B2C, Case Study, Delphi Technique, Lead User, Market Testing, Open Innovation Model, Radical Innovation

The Role of Religion on Purchase Behavior of Muslim Consumers: The Context of Bangladesh

Abstract Purpose This study aims to explore the presumed relationship between religion and purchase behavior of consumers in the context of Bangladesh. Methodology/approach This research is divided into two main parts. In the first one, the authors reviewed some of the most important studies relative to religion and marketing and those specifically relative to Islamic marketing. In the second part, this research shows the findings of a structured questionnaire administered to a sample of Muslim consumers currently residing in the capital city of Bangladesh – Dhaka. The questionnaire also sought to find out the respondents’ attitude towards the modern marketing tactics, in terms of the physical and visual appearance of local products, their perception of religious principles in the purchase decision and their attitude towards imported products of non-Muslim countries. Findings Results of this study highlight that religion often represents an essential reference point in influencing the perception and purchase behavior of consumers in the context of Bangladesh. This implies that marketing strategies based on Islamic ethics is going to be quite instrumental in order to reach out to the consumers in Muslim countries. As such, there is largely a strong positive relationship between religion and the purchase behavior of Muslim consumers. Research limitations/implications The lack of research on Islamic marketing limits the intensity of arguments in this study. For this reason, the literature review is not completely exhaustive. A small sample size has also been used due to time and resource constraints. Future research can be done on a bigger sample size of Bangladesh or other Islamic countries across the world. Other research avenues may include the study of Islamic marketing mix and exploring the factors that can influence non-Muslim consumers to select products and services based on Islamic ethics. Practical implications It is very important for businesses to introduce healthy practices in countries like Bangladesh and this can be rightly achieved through the use of Islamic marketing. Furthermore, the use of Islamic ethics in marketing strategies can eventually influence the religious perception of consumers and make them loyal towards any brands, products, and services in the context of Bangladesh. Originality/value The chapter draws attention to Bangladesh as one of the potential markets where the concept of Islamic market mechanism can be established. It also highlights the challenges that global marketers can face with Islamic marketing in Muslim countries like Bangladesh. Besides, it is the only study to date that focuses upon the relationship of religion, marketing, and consumer behavior for consumer products of the manufacturing industry.