Market classification - The faith-Based Analysis approach

Abstract

Several organizations have considered cultural factors, economic factors, political factors and gender factors in the course of designing appropriate marketing strategies to effectively promote their brands but less emphasis has been placed on religious faith of the consumers. Religious faith is a significant subculture element which invariably contributes to the orientation of consumers about some products. Therefore, this study found it worthwhile to investigate market classification using a faith based analysis approach since choices of consumers are influenced by their beliefs and religious faith especially alcoholic and nonalcoholic beverages. The study concludes that level of commitment to religious activities influences the decision to consume alcoholic beverages in the country.