An Integrative Framework for Consumer Behavior: Evidence from Pakistan

Religion and culture have being influencing in recent research but its impact on the consumer purchase behavior is still to explore. The paper aims to explore the effect of religiosity and culture on the consumer purchase behavior by comparing the male and female students from different universities in Pakistan. The paper is valuable for both the academics and marketers who wish to understand the role of religion in culturally determined consumer behavior. A questionnaire measuring Islamic religiosity, consumer purchase behavior and its cultural influence was administered in graduate level students of universities in Rawalpindi and Islamabad. Total 315 respondents were contacted, out of which 300 gave full filled questionnaires and the rest were incomplete and were ignored. The research found out that there is a significant impact of culture with the consumer behavior where as the religion is having a significant impact on the culture. The research is limited to the university students and it can be empirically tested by taking general public and with a better sample size. This research with give benefit to those marketers who ignore the impact of culture in determining the consumer purchase behavior