The Relationship between Religiosity and New Product Adoption among Muslim Consumers
Journal Title: International Journal of Management Sciences - Year 2014, Vol 2, Issue 6
Abstract
This paper investigates to find out the relationship between religiosity and new product adoption (NPA) among Muslim consumers. The study is based on primary data collected from 300working Muslim individuals and Muslim students in Saudi Arabia. This study is an extension of the previous study conducted on the same topic on sample of students in Islamic university, Pakistan using convenience sampling method Rahman and Shabbir (2010). Religiosity represented the independent variable and was measured using five dimensions: ideological, ritualistic, intellectual, consequential and experiential. NPA represented the dependent variable. The relationship had been analyzed with correlation & regression analysis. There is strong relationship between the religiosity and New Product Adoption. Religiosity affects New Product Adoption among Muslim consumers; their beliefs affect what products they adopt. There is limited study conducted religion/religiosity and consumer behaviour. Among the few studies conducted concentrates mainly in Christianity and western culture. This research paper is either second or among the very few studies done in this area investigating the relationship between religiosity and New Product Adoption among Muslim consumers. The findings of this study will help the indigenous as well as Multinational companies in decision making especially in Muslim markets such Saudi Arabia, Pakistan, and others.
Authors and Affiliations
Zaid Ahmad Ansari
Keywords
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