UNIVERSITI TEKNOLOGI MARA (UITM) CAWANGAN MELAKA KAMPUS ALOR GAJAH

SEMESTER 4 SESSION 2023

MAC - OGOS 2023

IMU253

ISLAMIC CONSUMER BEHAVIOR

CASE STUDY

PREPARED BY:

ALYA ZAHIRAH BINTI AZIZUL (2021838144)

AINA AMIRA BINTI MOHD SALIHIN (2021880468)

NUR HIDAYAH BINTI MUHAMMAD (2021493732)

AZWAR IZHAN BIN MUHADZIR (2021688296)

ALIFF NADZMI BIN MUHAMMAD AZMI (2021884724)

CHECKED BY:

DR AHMAD ROSLI BIN MOHD NOR

EVALUATION MARKS:

CONTENT FULL MARKS GIVEN MARKS

INTRODUCTION 

ARRRANGEMENT OF CONTENT/ IDEAS 

ANALYSIS AND DISCUSSION 

SUMMARY AND CONCLUSION 

WRITING ETHICS 

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REFERENCES

TOTAL

TABLE CONTENT

NO. CONTENT PAGE

1.0 INTRODUCTION

2.0 ANALYSIS

3.0 ANSWER THE QUESTION WITH EVIDENCE

4.0 RECOMMENDATION

5.0 CONCLUSION

6.0 REFERENCES

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1.0 INTRODUCTION

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2.0 Analysis of dUCk Silk Necktie Using the Principle of Islamic Consumer
Behavior

In this analysis, we will examine the dUCk Silk Necktie, a luxury accessory, through the
lens of Islamic consumer behavior.

1. Halal Compliance:
According to Islamic law, Muslim men are not allowed to wear any clothing or
accessories made of the material. It is therefore considered to be haram (forbidden).
Thus, it is not permissible for the target customer, especially Muslim men to buy this
product.

2. Modesty and Dressing Etiquette:

Muslim men are advised to dress modestly, staying away from garb that is ostentatious,
extremely flashy, or provocative. Considerations like the tie's style, width, and length
should be taken into account while evaluating the dUCk silk necktie in order to make
sure it encourages modesty and does not attract undue attention.

4. Quality and Durability:

Like any other consumer group, Muslims place a high importance on products' quality
and longevity. They look for durable materials that can hold up to regular use. dUCk may
satisfy the demands of Muslim customers who value long-lasting and durable products
by providing a high-quality product.

5. Brand Reputation and Values:

Muslim customers frequently support companies that adhere to the same ideals and
principles. Muslim consumers' opinions of the brand may be positively impacted by
elements including the brand's participation with the Muslim community, partnerships
with Islamic influencers or academics, and its charitable work. For example, dUCk joined
hands with MyFundAction to launch an emergency fund, raising a total of RM500,000 to
ease the burden of B40 families across Malaysia who are struggling financially due to
the pandemic. (The Star, 2021)

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 Using Islamic consumer behavior concepts to analyze the dUCk Silk Necktie entails
taking into account elements like as halal certification, modesty in attire, ethical sourcing
and sustainability, quality and durability, and brand reputation.

3.0 ANSWER THE QUESTION WITH EVIDENCE

1) What factors influenced consumers’ reactions to Duck ?

The factors that influenced the consumers’ reactions to duck’s tie is a religious
factor.Duck has released a tie that is hundred percent crape and it sold well even though
it is RM 300 per unit. It is haram for a man and muslim to wear a crape.

‫ذكورها‬
ِ ‫ وحُرِّ م على‬،‫ث ُأمتي‬
ِ ‫أح َّل الذهبُ والحري ُر إلنا‬

"Gold and silk are permitted for the women of my community, and prohibited for the
men".

2) How did the company respond ? Was it effective ?

The duck company made an apology on their instagram for their own negligence.
They also stopped the production of the tie immediately. Other than that, duck
companies return all the money to customers and give the neckties to their non muslims
staff. It is effective because after the incident, duckies or their regular customers and
others still support ducks products until now.

3. What strategies can Duck Scarf Company use to address the challenges posed by the
backlash?

The strategies that The dUCk Scarf Company creator by Vivy Yusof use to address the
challenges posed by the backflash to this company is for example her hijab, her
standard range consists of scarves in a single colour with charming titles, while her
limited edition line features scarves that have been digitally printed and uniquely
designed.

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 Although the price is quite expensive, they always have the customers to buy it
because of their marketing strategies. The cost of the work and materials required by
The dUCk Group to make a product determines its pricing in most cases. A further
consideration in fashion is that the price must be consistent with the brand image the
company wants to project. Additionally, Duck's production costs are a little higher than
those of other boutique clothes, which contributes to a somewhat higher product price.

Next, even though they have the backflash before, they still can cover their mistakes
by creating hijab for women that is better, suitable and covers their aurat and does not
conflict with sharia compliance. The ongoing efforts and specific strategy that will be
used to try to carry out a marketing plan are covered in a marketing strategic plan
(Mangram, 2012). The organization's market entry strategy is shown in the strategic
plan, which combines incorporating marketing objectives into a detailed plan (Nykiel,
2011). The marketing approach of The dUCk Group is founded on Cialdini's three
principles: scarcity, authority, and social proof.

Other than that, they have another strategy which is dUCk Group always do a sale
for their customer. It was one of the strategies to attract customers. The dUCk Group
also uses the Principle of Persuasion as a product strategy to influence consumers and
increase sales. According to the theory of scarcity, individuals will hurry to purchase
goods if they believe there are only a limited number available. To boost conversions
and sales, marketers frequently utilize the phrases "For a limited time only". They also
have advertising in social media like in Instagram.

4. What can Duck Group do in the future to avoid similar backlash while still promoting
its values?

It is actually very important to look back at how and why the error occurred so that the
company can improve the process or procedure involved to prevent it from happening
again. The thing is Duck Group will be more careful in creating hijab, clothes or
something based on sharia. They also sell more hijabs for women, so that they will not
cause the same issue as before.

They will convince and make sure it does not happen again in the future by
apologizing as well in social media but still promoting their good and high-quality hijab.
Most importantly dUCk Group have to tell how they and the company will fix it again until
citizens know the real changes that dUCk Group can make it. Duck Group should put the

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customer first. The dUCk Group have to try put themselves as the customer in every
decision made. Ensure customers receive the best service and their needs are
prioritized.

The dUCk Group must have a careful planning. Business planning needs to be done
in advance to set the focus on what needs to be done in addition to helping to make a
satisfaction for consumers. Next, dUCk Group do not give up even though a lot of
criticism from citizens because of some issues. The key to the success in business is not
to give up easily. Always be consistent and keep trying even though there are various
possibilities that will happen throughout the process of building a successful business.

4.0 RECOMMENDATION

The Improvement to avoid the issue happened in the next future.

1) Alternative materials
Investigate and encourage the use of alternate, Islamically legal materials for making
rope. For instance, synthetic materials or natural fibres like cotton or hemp can be
thought of as replacements to silk. This is because there are still many materials, they
can use to make a tie. So that there were no problems that would appear.

2) Collaborate with scholars

Consult prominent Islamic experts who are knowledgeable about Shariah-related issues
for advice. Consult them to grasp the precise guidelines and rules pertaining to silk rope
and follow their recommendations to ensure compliance. In this way, the party
responsible for producing a product will be more careful to produce a product so as not
to go against the sharia.

3) Do not produce the product

As it happened, this company has released the product but they have made the best
move to overcome it by returning the payment money that has been made by the buyer.
They have also publicly apologized for overlooking the selction of materials for making
the tie.

5.0 CONCLUSION

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6.0 References

ADLY, P. I. (n.d.). DUCK COMPANY ANALYSIS. TECHNOLOGY ENTREPRENEURSHIP. Retrieved from

https://ir.uitm.edu.my/id/eprint/48007/1/FullText%2048007.pdf

Johari, N. (Februari, 2019). Kenapa Duckscarf Digemari Walaupun Harganya Mahal. Retrieved from
Lifestyle Blogger: https://www.miszrockers.com/2019/02/kenapa-duckscarves-digemari-
walaupun.html

Redzwan, A. (3 August, 2021). "Overpriced" - Netizen Kecam Set Mewarna Jenama dUCk Ini Mahal &
Harganya Tidak Munasabah. Retrieved from SAYS: https://says.com/my/seismik/overpriced-
netizen-kecam-set-mewarna-jenama-duck-ini-mahal-harganya-tidak-munasabah

The power of rallying together. (31 August, 2021). Retrieved from TheStar:
https://www.thestar.com.my/news/nation/2021/08/31/the-power-of-rallying-together