Faith Marketing
The Changing Spiritual Marketplace:
The Effects of the use of Marketing Tools in terms of Christian Consumer Behaviour
Dissertation proposal
Laura Siraky s1110710 Table of Contents
Context 3
Literature review 3
Research Questions and Objectives 6
Methodology and Research Design 7
A Reflection on Potential Difficulties and Suggested Solutions 9
Timetable 10
List of References 11
Context
Being intangible and a highly personal issue, consumer behaviour in terms of religion is a special and exciting area of marketing. However, considering that there is a source, a recipient, various channels and a goal of the message, the congregations’ communication is no different from any brand’s marketing communication strategy: the main goal is to reach out to the target audience and attain or retain them as loyal customers.
This dissertation aims to study relevant literature on the marketing communications of religions, highlighting similarities and differences of consumer behaviour in case of traditional products and services versus religious ‘products’ as well as examining churches as brands.
In this proposal, I introduce the preliminary findings of literature in terms of ‘purchase intention’, branding and consumer loyalty. The paper also discuss further questions on how the research is going to be executed as it also talks about the research methodology, research plan as well as its limitations.
Literature review
The constant question that intrigues marketers throughout time and industries is ‘How to attract and retain customers?’. As much as a corporate brand, a church can face the same concerns when it comes to communicating to potential customers: what do they seek in my service? Stability? Trust? Availability? What channels should I use to reach them?
In the 1800s, using press as a new channel for religious communication was considered as a questionable breakthrough as Evansen (2003) describes. On one hand, the use of mass media proved to be
The Effects of the use of Marketing Tools in terms of Christian Consumer Behaviour
Dissertation proposal
Laura Siraky s1110710 Table of Contents
Context 3
Literature review 3
Research Questions and Objectives 6
Methodology and Research Design 7
A Reflection on Potential Difficulties and Suggested Solutions 9
Timetable 10
List of References 11
Context
Being intangible and a highly personal issue, consumer behaviour in terms of religion is a special and exciting area of marketing. However, considering that there is a source, a recipient, various channels and a goal of the message, the congregations’ communication is no different from any brand’s marketing communication strategy: the main goal is to reach out to the target audience and attain or retain them as loyal customers.
This dissertation aims to study relevant literature on the marketing communications of religions, highlighting similarities and differences of consumer behaviour in case of traditional products and services versus religious ‘products’ as well as examining churches as brands.
In this proposal, I introduce the preliminary findings of literature in terms of ‘purchase intention’, branding and consumer loyalty. The paper also discuss further questions on how the research is going to be executed as it also talks about the research methodology, research plan as well as its limitations.
Literature review
The constant question that intrigues marketers throughout time and industries is ‘How to attract and retain customers?’. As much as a corporate brand, a church can face the same concerns when it comes to communicating to potential customers: what do they seek in my service? Stability? Trust? Availability? What channels should I use to reach them?
In the 1800s, using press as a new channel for religious communication was considered as a questionable breakthrough as Evansen (2003) describes. On one hand, the use of mass media proved to be