Consumer Perception about Religion in Advertising

Abstract

This paper aims at throwing some light on consumer behaviour and their perception of the use of religion in marketing and advertisement of products. The author has tried to assess the same using real-time raw data collected from primary sources. The paper revolves around four major issues; customer's current attitude towards religious advertisements, consumer expectation in the context of religiosity in advertisements and its relationship with age, consumer's reaction to the use of religiosity in promoting worship material vs other social causes and if considering the use of religiosity as moral by the customers, affects their purchasing behaviour. Various statistical as well as descriptive analysis tools have been used to critically back as well as support the findings. It was found that consumers were against the idea of the use of religion in advertisements, commercially.