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Full Description
Religious affiliation and religiosity of consumers can give rise to a differentiation of marketing strategy and marketing mix. They influence the values, habits and attitudes of consumers as well as their decision-making and consumption behavior. This book presents a comprehensive overview of the current state of knowledge of comparative religious research.
The authors discuss the basic concepts and approaches of this interdisciplinary field. They describe central concepts of religious studies (e.g. intrinsic vs. extrinsic religiosity) and the various world religions. Then, they analyze how religiosity and religious affiliation influence consumer behavior, and what consequences this has for companies that operate across borders. How can or should they take into account the religious characteristics of their target groups?
This original book will be a valuable resource for scholars of international marketing and business, consumer behavior and religious studies.
Contents
I: Introduction To Interfaith Marketing 1. Interfaith Marketing: A Neglected Field of Research 2. Religion As a Subject of Social Science Research 3. Religion As a Subject of Business And Economic Research 4. Methodological Problems of Comparative Religion Research II: Religion And Religiosity 1. Main Concepts of Religious Studies 2. Old And New Religions 3. World Religions: An Overview III: Basics Of Consumer Behavior 1. Introduction 2. Religion, Religiosity, And Personality 3. Religion, Religiosity, And Consumer Behavior 4. Purchase Motives and Buyer Types 5. Purchase Decisions 6. Customer Satisfaction and Likelihood Of Complaint 7. Customer Loyalty IV: Strategic Marketing 1. Marketing Goals 2. Standardization Vs. Differentiation 3. Target Groups V: Product Policy 1. Types Of Benefits 2. Product Innovation 3. Product Design 4. Branding 5. Product Types VI: Service Policy 1. Forms And Characteristics of Services 2. Service Businesses 3. Perceived Service Quality 4. Managing Service Failures VII: Pricing Policy 1. Attitudes Toward Money and Possessions 2. Price Fairness 3. Price Consciousness 4. Willingness To Pay VIII: Distribution Policy 1. Fundamentals 2. Market Entry Barriers 3. Negotiations 4. Market Entry Strategies 5. Distribution Channels 6. Store Management 7. Shopping Place Preference IX: Communication Policy 1. Communication Goals 2. Target Groups of Communication 3. Time And Subject of Communication 4. Media Usage 5. Personal Communication 6. Advertising
