HOW RELIGIOUS BELIEFS SHAPE CONSUMER BEHAVIOR: AN EXPLORATORY AND PURELY QUALITATIVE STUDY ON CHRISTIAN, MUSLIM, AND TRADITIONAL CONSUMERS IN BURKINA FASO
DOI:
https://doi.org/10.51594/ijmer.v3i3.215Abstract
There is no doubt that religion affects consumer behavior in the African context as well as in other geographies. While a lot of research has been done in other contexts, very little research has been conducted in the West African Geography. The purpose of this research is to explore the concepts of religious beliefs and consumer behavior in Burkina Faso to consider the role of culture in management and particularly in the marketing of products. Burkina Faso is a country where religion plays an important role. While the consumption of industrial non-alcoholic beverages is increasing, religious beliefs constitute a stumbling block that moderates the consumption of industrial non-alcoholic beverages. The approach is an exploratory qualitative one assorted with a sound documentary analysis. The qualitative data collection is performed with a digital voice recorder by the means of some semi-structured interviews. The number of semi-structured interviews recorded is 16. Then, the qualitative data is transcribed by hand. Results show that religious beliefs affect and moderate consumer behavior.
Keywords: Religious beliefs, Consumer behavior, Beverages, Consumption, Marketing.
Published
Issue
Section
Copyright (c) 2021 Dr. Théophile Bindeouè Nassè
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Fair East Publishing has chosen to apply for the Creative Common Attribution Noncommercial 4.0 Licence (CC BY) license on our published work. Authors who wish to publish their manuscript in our journal agree on the following terms:1. Authors retain the copyright and grant us (Fair East Publishing and its subsidiary journals) the right for first publication with the work licensed under a Creative Commons Attribution (CC BY) License which permits others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal. Under this license, author retains the ownership of the copyright of their content, but anyone is allowed to download, reuse, reprint, modify, distribute, and/or copy the contents as long as the original authors and source are cited. No permission is required from the publishers or authors.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (for example, publishing it as a book or submitting it to an institutional repository), with an acknowledgment of its initial publication in Fair East Publishing owned journals.
3. We encourage our authors/contributors to post their work online (such as posting it on their website or some institutional repositories) prior to and during the submission process since it produces scholarly exchange and greater and earlier citation of published work.