“Human beings are not born with a set of behaviour, they have to learn it. What they learn is dictated by the culture into which they are born or within which they grow up” – J Bareham(1995)
Culture makes us similar to some people but different to the vast majority. Culture compromises of many aspects such as Language, Politics, everyday food habits and Religion. Religion can be defined as a subculture. A subculture is a group whose members share beliefs and common experiences that set them apart from others. Our group memberships help to define us.
Religion is an abstract concept. If we have to define the terms, religion represents « a unified systems of beliefs and practices relative to the sacred things,” while religiosity is viewed as« the degree to which beliefs in specific religious values and ideal are held and practiced byan individual” (Delener, 1990).
Religion has received little attention from consumer researchers. This is partly a result of an initial assumption by a smaller number of consumer writers who maintain that the religious influences on consumption process are indirect and that the topic of religion had no place in theories of consumer behavior. However Religion is an important cultural factor to study because it is one of the most universal and influential social institutions that has significant influence on people’s attitudes, values and behaviors at both the individual and societal levels. Religious subcultures have an impact on consumer variables such as personality, attitudes toward sexuality, birthrates and household formation, income and political attitudes.
Religious values provide the individual not only with a certain form of acts and spiritual rituals but also with standards of behaviour and a general world view. Thus religion can form the basis of how an individual chooses to lead his/her life. Almost all religions have sets of laws that affect everyday purchases and habits. Even...