A study of cultural influences on consumer behaviour in a small island economy : religious influences on purchasing behaviour in Mauritius
Essoo, Nittin (2001) A study of cultural influences on consumer behaviour in a small island economy : religious influences on purchasing behaviour in Mauritius. PhD thesis, University of Warwick.
WRAP_THESIS_Essoo_2001.pdf - Submitted Version - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Official URL: http://webcat.warwick.ac.uk/record=b1375327~S1
Although researchers have long recognised the significance of religious value
systems in sociology and in psychology, the role of religion in consumer research has
not yet been completely acknowledged. In the consumer behaviour literature,
religion has been studied from two main perspectives namely, religious affiliation
and religious commitment. Religious affiliation is the adherence of individuals to a
particular religious group while religiosity is the degree to which beliefs in specific
religious values and ideals are held and practised by an individual. This research
investigated the influence of religious affiliation and religiosity on selected aspects of
consumer behaviour: shopping behaviour, retail store preference and external
information search among three religious groups, Hindus, Muslims and Catholics.
A mail survey was conducted among a sample of heads of households in Mauritius
and six hundred usable questionnaires were obtained. Univariate, bivariate and
multivariate statistical techniques were employed to analyse the data.
Significant differences were found in the purchasing behaviour of Hindus, Muslims
and Catholics. Devout consumers, those for whom religion is a central focus in life,
also differed significantly in their purchasing behaviour from casually religious
consumers, those for whom religion is expedient across all three religious groups.
Religiosity and religious affiliation were found to be predictors of consumer
behaviour in the presence of demographic and lifestyle variables, implying that the
influence of religion on the value systems of the society and the effect of these value
systems on consumer behaviour cannot be underestimated.
The managerial implications of the research findings were discussed arid suggestions
for further research were proposed.
|Item Type:||Thesis or Dissertation (PhD)|
|Subjects:||B Philosophy. Psychology. Religion > BL Religion
H Social Sciences > HF Commerce
|Library of Congress Subject Headings (LCSH):||Consumer behavior -- Mauritius, Religiousness, Hindus -- Mauritius, Muslims -- Mauritius, Catholics -- Mauritius|
|Official Date:||May 2001|
|Institution:||University of Warwick|
|Theses Department:||Warwick Business School|
|Supervisor(s)/Advisor:||Dibb, Sally, 1963- ; Simkin, Lyndon, 1961-|
|Extent:||xix, 399, xxxi leaves|
Actions (login required)