An exploration into Muslim consumer behaviour and factors connected with marriage expenses and managing households

Abstract

Purpose This paper aims to understand Muslim consumers’ marriage dynamics in the current time of globalisation and consumer culture across generations; hence, the study explores Muslim consumer behaviour and Islamic conditions connected with marriage in Egypt. Design/methodology/approach Guided by Bourdieu’s theory of distinction, the study adopts a qualitative methodology. Data were collected via semi-structured, informal and follow-up interviews with four families who satisfy intergenerational differences to endure diversity. Findings The study finds that marriage dynamics have changed due to the evolving role of women, who are now more oriented towards pursuing careers. As household expenses have become dependent on both the husband’s and wife’s incomes, the perception of marriage expenses has shifted from being solely reliant on the man’s income. This change is further supported by a growing materialistic view of marriage that is influenced by consumeristic demands. In addition, the study identifies other influences, such as the level of religiosity within each family. The influence of parents emerged as a significant factor, as Egyptian parents often view the handling of their sons’ and daughters’ marriage expenses as a lifelong responsibility. Practical implications The paper provides insights to aid marketers in developing marketing programs aimed at Egyptian consumers in industries such as real estate, furniture retail and wedding planning. Instead of focusing on religiosity, the paper suggests that marketers prioritise communication with newly married couples while also involving their parents, as they possess significant purchasing power in terms of financial capacity. Originality/value The original data collected pertains to a topic considered sensitive in the Egyptian context, as it involves discussions about household income and expenses. The study benefitted from conducting various types of interviews that included family members, which generated valuable insights into marriage dynamics and expenses within this cultural framework.