Influence of Religion on Consumer Behavior and the Effects on Marketing

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National borders no longer restrict the consumer marketplace and markets are trending towards global unity through regional unification (e.g. The European Union [EU]) and international standards and trade agreements, the standardization of manufacturing and technology, global investment opportunities, rapid increases in education and literacy, the urbanization and infrastructural advancements in developing and emerging nations, expansion of world travel, free flow of information across borders, increases in consumer knowledge, sophistication and purchasing power, and easier access to and more widespread global media. Even if a firm chooses not to participate in globalization, they will feel the effects as firms from far reaching areas may…show more content…
According to Mokhlis, religion and spirituality influence one’s decision process, the way they set goals, experience satisfaction, purpose and as source of motivation and is a key element in how one lives and experiences life (4). Furthermore, religion affects consumer behavior mainly through the influence it exerts on the consumer’s beliefs, values and behavioral tendencies, which, in turn, affect consumers’ marketplace behaviors (5). This can be extended to firms’ marketing behavior, which must be adjusted to reflect the market in which it is targeting. Globalized firms must recognize the differences in consumer behaviors stemming from religion or spirituality in order to be successful marketing and selling products in diverse regions and to avoid social backlash from unethical or offensive marketing tactics. Furthermore, firms can study the religiosity of regions to create a marketing strategy that will present their product in a positive light that appeals to consumers’ cultural traditions, values and attitudes. Additionally, by focusing on religion or spirituality in creating a marketing strategy firms can match marketing campaigns with social issues, current events and buying patterns supported by religious or spiritual values, traditions and beliefs to ensure that marketing dollars are used effectively.
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