IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF RELIGIOUS AND CULTURAL PRACTICE (IJRCP )

E-ISSN 2579-0501
P-ISSN 2695-219X
VOL. 10 NO. 2 2025
DOI: 10.56201/ijrcp.vol.10.no2.2025.pg11.14

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Consumer Behavior in Pentecostal Franchises: Faith and Purchasing Decisions

Ellah, Charlie Chukwudi. PhD & Zibokifi Racheal Ghandi Olumani

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Abstract

This study investigates the influence of faith on consumer behavior within Pentecostal franchises in Nigeria. It explores how religious beliefs shape purchasing decisions, brand loyalty, and consumer engagement in the context of franchises that align with Pentecostal values. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather comprehensive data. Findings indicate that faith significantly impacts consumer preferences, with consumers showing a strong inclination towards brands that resonate with their religious beliefs. The study concludes with recommendations for franchise owners on leveraging faith-based marketing strategies to enhance consumer engagement and loyalty.

keywords:

Pentecostalism, Consumer Behavior, Franchising, Faith-Based Marketing, Purchasing Decisions, Nigeria

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