Significant Role of Religion in Influencing Consumer Behavior

Significant Role of Religion in Influencing Consumer Behavior

Author: 
Saeed, Munazza
Place: 
Hershey
Publisher: 
IGI Global
Date published: 
2013
Editor: 
Hacioglu, Ümit
Journal Title: 
Globalization and Governance in the International Political Economy
Source: 
Globalization and Governance in the International Political Economy
Abstract: 

In a constantly changing and increasingly globalised world, religion still plays a significant role in influencing consumer behavior. The intent behind this study is to scrutinize the effect of normative factors on Muslim consumers’ apparel purchasing decisions. The survey was comprised of a sample of 500 Muslim consumers from the universities and shopping malls in Faisalabad city of Pakistan. Correlation was used to analyze the sample. The findings indicate that consumers in Faisalabad (Pakistan) area consider Islam their source of reference, and they prefer to wear clothing as commanded by Islamic Shriah. This study confirms that normative factors had a highly significant relationship with consumer buying behavior. The chapter’s interesting findings serve to remind organizations that they cannot neglect the element of religion in their marketing activities, particularly when operating in the vicinity of Islamic countries.

Series: 
Advances in Electronic Government, Digital Divide, and Regional Development

CITATION: Saeed, Munazza. Significant Role of Religion in Influencing Consumer Behavior edited by Hacioglu, Ümit . Hershey : IGI Global , 2013. Globalization and Governance in the International Political Economy - Available at: http://library.au.int/significant-role-religion-influencing-consumer-behavior