HOW RELIGIOUS BELIEFS SHAPE CONSUMER BEHAVIOR: AN EXPLORATORY AND PURELY QUALITATIVE STUDY ON CHRISTIAN, MUSLIM, AND TRADITIONAL CONSUMERS IN BURKINA FASO
نویسندگان
چکیده
There is no doubt that religion affects consumer behavior in the African context as well other geographies. While a lot of research has been done contexts, very little conducted West Geography. The purpose this to explore concepts religious beliefs and Burkina Faso consider role culture management particularly marketing products. country where plays an important role. consumption industrial non-alcoholic beverages increasing, constitute stumbling block moderates beverages. approach exploratory qualitative one assorted with sound documentary analysis. data collection performed digital voice recorder by means some semi-structured interviews. number interviews recorded 16. Then, transcribed hand. Results show affect moderate behavior. Keywords: Religious beliefs, Consumer behavior, Beverages, Consumption, Marketing.
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ژورنال
عنوان ژورنال: International journal of management & entrepreneurship research
سال: 2021
ISSN: ['2664-3596', '2664-3588']
DOI: https://doi.org/10.51594/ijmer.v3i3.215