Religious Commitment and Purchase Intention: Evidence from Consumers in Lagos, Nigeria Suburb

Abstract

Religion is a crucial element of culture, coupled with its attendant effect on daily human behavior and life in the marketplace. This study investigates the effect of religious commitment on consumer purchase intention. Specially, the role of consumer relationships is highlighted as a mediating variable between religiosity and purchase intention. Samples of hundred (100) participants from two religious backgrounds (a mix of Islam and Christianity) were selected using stratified and purposive random sampling techniques. Stratified because it is a mix of respondents from two religious groups and purposive because it is geared towards a religious audience. Two (2) Major Focus groups of Thirty-two (32) respondents were exposed to a few oral interview questions. Three (3) research questions were formulated for the study. The data was collected using a questionnaire instrument and analyzed with correlation statistical analysis. Findings from the study show that religious commitment affects consumer purchase intention; impacts on behavioral pattern towards purchasing some products and affects the type of product being sold by marketers.