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The Influence of Consumer Animosity with the Mediating Effect of Religiosity on Consumer Buying Behavior: An Empirical Investigation on Buying Foreign Products in Pakistan
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Abstract of the thesis
Religion plays a significant role in consumers’ buying behavior. It affects human behavior in terms of the demarcation of thoughts, values, moral standards and attitudes. In period of market globalization, religion played immense role to change global trade. Country of Origin (COO) is a significant factor that creates huge market opportunities in order to benefit the country and the firm both. Many companies, globally, are venturing in overseas markets as to get large benefit for their companies and by labelling the origin of the product. COO makes consumer emotional especially Muslim consumers affiliation with religions.
The aim of the study is to examine the interceding part of extent of religiosity on the relationship between consumers’ animosity based on country of origin on consumer buying behavior. The current study empirically investigated whether the consumer animosity based on extent of religiosity impacts on Muslim consumer buying behavior in Higher Education Institutes (HEIs) of Pakistan. To examine the effect of selected predictors on outcome variable, 500 self-administered survey questionnaires were distributed in 10 selected HEIs of Pakistan and response rate was 86%. The data was collected using a multistage sampling technique where HEIs and the respondents were selected on scientific bases. This study has utilized quantitative approach to examine level of Consumer Animosity and Religiosity among the respondents regarding foreign products by deducing results with the help of Structural Equation Modelling (SEM) using SmartPLS software. However, the descriptive statics were employed using SPSS software.
The findings of the study reports that foreign products are generally viewed as high association products to religious Muslims regarding their contents and origin. It is found that in Muslim societies if the respective products are imported from some hated or non-Muslim country, the products are strongly resisted by the consumers. Religious commitment appears to be a critical forbearer to Muslim consumers’ regarding their immersion in the consumption decision of foreign product. The empirical analysis shows that all 27 hypotheses are supported. The findings of the present study suggest that religiosity can have a noticeable impact on consumers’ preferences when they purchase foreign products. As it is noted that religious norms are constant irrespective of time frames and eras, therefore, organizations can find ways to dominate significant segments of consumer markets in the host countries by recognizing their religious needs and religious devotion in their practical lives.
Researcher of the Thesis
- Muhammad Ali
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