Submit your papersSubmit Now
For Enquiries: [email protected]
IIARD LogoIIARD

Consumer Behavior in Pentecostal Franchises: Faith and Purchasing Decisions

Ellah, Charlie Chukwudi. PhD & Zibokifi Racheal Ghandi Olumani

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

PentecostalismConsumer BehaviorFranchisingFaith-Based MarketingPurchasing DecisionsNigeria

References

Adebayo, A. (2016). Faith-Based Marketing: The Role of Religion in Consumer Behavior. Journal of Marketing Management, 32(1-2), 123-145. Adeleke, A. (2018). Franchising in Nigeria: Opportunities and Challenges. Journal of Business Research, 45(2), 123-134. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. Akinyemi, O. (2021). Faith and Consumer Behavior: The Case of Pentecostalism in Nigeria. Journal of African Business, 22(3), 345-362. Eze, U. C., & Nwankwo, S. (2017). The Influence of Religious Beliefs on Consumer Behavior in Nigeria. African Journal of Business Management, 11(5), 123-134. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101. Minton, A. P., & Kahle, L. R. (2009). Linking Consumer Behavior to the Social and Cultural Environment. Journal of Consumer Research, 36(1), 1-12. Nwankwo, S., & Gbadamosi, A. (2013). The Role of Religion in Consumer Behavior: A Study of Nigerian Consumers. Journal of Marketing Management, 29(1-2), 89-102. Olatunji, S. O. (2019). Pentecostalism and Consumer Behavior: An Empirical Study of Nigerian Consumers. Journal of Consumer Research, 45(3), 456-470. Ojo, J. A. (2015). The Role of Religion in Consumer Behavior: A Study of Pentecostal Christians in Nigeria. International Journal of Business and Social Science, 6(1), 45-53. Ojo, J. A., & Olaniyan, D. (2020). Ethical Consumerism and Religious Beliefs: Evidence from Nigeria. Journal of Business Ethics, 165(4), 753-765. Okwu, A. T., & Okwu, E. I. (2018). The Impact of Religion on Consumer Behavior in Nigeria: A Study of Pentecostal Churches. International Journal of Marketing Studies, 10(1), 15-25. Oladipo, S. E. (2022). The Influence of Faith on Consumer Choices: A Study of Pentecostal Franchises in Nigeria. Journal of Retailing and Consumer Services, 64, 102-112. Stern, P. C., Dietz, T., & Kalof, L. (1999). Value Orientations, Gender, and Environmental Concern. Environment and Behavior, 31(5), 650-674. Uche, C. (2020). Consumer Behavior in Faith-Based Franchises: A Nigerian Perspective. Journal of Business Research, 118, 123-130.