HOW RELIGIOUS BELIEFS SHAPE CONSUMER BEHAVIOR: AN EXPLORATORY AND PURELY QUALITATIVE STUDY ON CHRISTIAN, MUSLIM, AND TRADITIONAL CONSUMERS IN BURKINA FASO
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.
Copyright (c) 2021 Dr. Théophile Bindeouè Nassè
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