宗教因素对消费者购买行为的影响_英语论文

The Effects of Religious Factors on the Customer’s Buying Behavior

摘要

尽管文化和亚文化群是许多消费者行为研究中的核心研究内容，但是，宗教作为文化的重要组成部分却总是收到很少的重视。本研究的目的是探讨宗教因素对消费者购买行为的影响。本文将从市场营销的基础理论入手，探讨影响消费者购买行为的因素，而宗教是其因素之一。通过对不同宗教信仰和宗教喜好的研究对比，分析不同宗教所反应出的不同消费决策风格。同时在不同宗教群中，广告因素和产品包装因素所作用出的对消费者购买行为的影响是有区别的。以此来论证宗教因素对消费者购买行为的影响。此研究结果有助于提醒人们,他们不能忽视宗教在他们的营销活动的重要作用。建议可以将宗教信仰作为一种可能的购物导向消费行为模型列入对消费者购买的研究之中。

关键词：宗教，宗教信仰，消费者购买行为，市场营销，广告，包装

Abstract

Although culture and subculture are the central issues in many consumer behavior research, religion as an important part of culture has received only little attention in the marketing. The purpose of this study is to examine the effect of religious factors on customer’s buying behavior. Starting from the basis theory of the marketing, this paper will research the factors that affect the customer’s buying behavior. And religiosity is one of the important factors. Through the comparison between different religious beliefs and affiliation, it is proved that different religiosity relates to different customer’s buying decisions. What is more, in different religion groups, the effects of advertisements and products’ packages on customer’s buying behavior are totally different. All these shows the effect of religion on customer buying behavior. The findings serve to remind people that they can not neglect the important role of religion in their marketing activities. It is suggested that religiosity should be included as a possible determinant of shopping orientations in consumer behavior models.

Keywords: Religiosity, Religion Beliefs, Customer’s Buying Behavior, Marketing, Advertising, Package

Contents

Introduction 1

1.Factors Affecting Customer’s Buying Behavior 2

1.1 Marketing Theory 2

1.2Cultural Factors 2

2.Comparison Between Buddhism, Muslims and Roman Catholics 3

2.1 The Buddhism 3

2.2 The Muslims 4

2.3 Roman Catholics 4

3.The Effect of Religion on Attitudes Towards the Advertising of Controversial Products 5

3.1 Religious Beliefs and Advertising of Offensive Products 5

3.2 Different Attitudes of Religions on Offensive Products 6

3.2.1 Social/Political Groups 6

3.2.2Addictive Products 7

3.2.3 Gender/Sex Related Products 7

3.2.4Health and Care Products 7

3.3Advertising in Marketing 7

4.The Effects of Religious Symbols in Product Packaging 8

4.1 The Effect of Products Packaging on Customer’s Buying Behavior 8

4.2 Religious Cues on Packaging 9

4.3 Managerial Implications 10

4.4 Packaging of Products in Marketing 11

Conclusion 12

References 13