Consumer Behavior in Pentecostal Franchises: Faith and Purchasing Decisions
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.
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