Purchase Preferences and Buying Influences on Religious Occasions

Abstract

The present study responds to calls from global agencies, regulators and activist groups to understand the impacts of religion on purchase decisions. The study reveals the purchase preferences and behaviour of consumers on occasions of a religious festival, that is, Eid-al-Fitr in an emerging market. The study aims to explore consumption patterns along with the specific reasons and factors influencing the purchasing behaviour of Muslim consumers during Eid-al-Fitr . The study is conducted as an ethnographic research in Bangladesh. Observations and interviews (on 100 event actors) were conducted between July 2014 and June 2018. The results reveal that Muslims undergo a shopping spree during their biggest religious festival Eid-al-Fitr. Purchase behaviour among Muslim society in Bangladesh is influenced by the head of family or senior citizens of the society. The study also tries to address the link among market, goods, services and consumers during the Eid-al-Fitr. Finally, the study identifies several key factors such as biological, neighbouring countries and issues of affiliation which may affect the purchasing behaviour of consumers during the religious occasions.