MEASURING IMPACT OF RELIGIOSITY ON CONSUMER BUYER BEHAVIOR IN AZERBAIJAN
MEASURING IMPACT OF RELIGIOSITY ON CONSUMER BUYER BEHAVIOR IN AZERBAIJAN

Summary/Abstract: In the light of the rising interest in the Islamic economy, analyzing and understanding Muslim consumer behavior is gaining proliferation across the globe. As a Muslim majority country, Azerbaijan is a lucrative and untapped Muslim consumer market with considerable potential. Unlike other religions, Islam deeply penetrates every Muslim's everyday life, including consumer behavior. Therefore, understanding the rationale that guides consumer behavior is of vital importance. The primary target of the current empirical research paper is to analyze the religiosity level of local consumers and, most importantly, study the impact of the religiosity level on different consumer orientations like brand consciousness, fashion consciousness, and quality consciousness. Given the absence of similar research in Azerbaijan, the current study has particular practical importance for local and foreign companies to understand local consumers and tailor their marketing strategies. According to the research outcomes, shopping pleasure, price sensitivity, and convenience have influenced the religiosity level. At the same time, religiosity level is not affected by gender, education level, and marital status.

• Details
• Contents