NAVIGATING CONSUMER COMPLEXITY: A VUCA-BASED BEHAVIORAL INSIGHT FRAMEWORK FOR NON-ISLAMIC MARKETS IN SOUTHEAST ASIA
DOI:
https://doi.org/10.54783/1dbfrb62Keywords:
VUCA, Behavioral Insight Framework, Consumer Psychology, Strategic Marketing, Southeast Asia Non-Islamic MarketsAbstract
This study examines how consumer complexity in Southeast Asia’s non-Islamic markets can be better understood through a VUCA-oriented behavioral insight lens. Drawing on recent developments in consumer psychology and strategic marketing, the paper highlights how volatility, uncertainty, complexity, and ambiguity shape decision-making patterns across diverse cultural segments. The proposed Behavioral Insight Framework integrates adaptive sensing, contextual interpretation, and dynamic response strategies to improve market responsiveness. A literature review synthesizes regional evidence to show that companies capable of decoding VUCA-driven behavioral signals achieve stronger competitive positioning. This study contributes a novel conceptual model that guides marketers in navigating unpredictable market dynamics in an increasingly turbulent Southeast Asian environment.
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