Islamic perspectives on market segmentation: insights from Qu’ran and the Sunnah

Market segmentation is a classic approach in marketing that focuses on dividing markets into distinct audience groups to send specific messages or provide services. This article explores market segmentation from an Islamic viewpoint using the Qur’an and the Sunnah as primary references. From literature findings, we see that Islamic teachings do acknowledge the diversity of human society and promote ethical communication that is beneficial (maslahah). Moreover, Quranic verses cite differences in age, gender, and background and specific roles. Prophet Muhammad also tailored his approach to different audiences. Basic ethical practices in market segmentation also include fairness (‘adl), sincerity (ikhlas), and avoidance of deceitful practices (gharar). This study suggests that segmentation in Islamic teaching fosters inclusivity, relevance, and impact in the outreach of religious, educational, and community engagements. Furthermore, a practical framework is suggested on the ethical use of segmentation in modern Islamic institutions.