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The Influence of Religion on Grocery Shoppers� Behavioural Intentions in Mauritius Supermarkets

Author

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  • Nazneen Carrim Jackaria

    (Open University of Mauritius, Reduit, Mauritius)

Abstract

"Objective � Based on Sheth�s (1983) integrative theory of patronage preference as the central theoretical framework, this paper examines religious influences on grocery shoppers� behavioural intentions in Mauritius. Methodology/Technique � Using stratified random sampling method a 5 point-Likert scale questionnaire was administered. Data from the random sample of 409 grocery shoppers was obtained by a computer aided telephone interview. The sample consisted of 202 Hindus, 71 Muslims and 136 Catholics represent the religious proportion of the Mauritian population. Findings � Results indicate that religious commitment significantly influences store loyalty, and complaint intentions, but have no significant impact on price sensitivity. Religious affiliation was found to have an impact on complaint intentions only. Understanding how to attract more loyal customers should be an underlying strategy for store managers rather than focusing on short-term profits. Novelty � Future research should consider how religious commitment mediates self-congruity, trust, commitment and satisfaction and their influence on behavioural intentions. This research is limited as it only considers the behavioural intentions of grocery shoppers in Mauritius. These findings address the gap in the religion domain and shed light on the value of religiosity wherein the market is highly religious as a potential marketing segmentation tool when formulating marketing tactics and implementing marketing strategies"

Suggested Citation

  • Nazneen Carrim Jackaria, 2016. "The Influence of Religion on Grocery Shoppers� Behavioural Intentions in Mauritius Supermarkets," GATR Journals gjbssr447, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr447
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    References listed on IDEAS

    as
    1. Low, Wen-Shinn & Lee, Jeng-Da & Cheng, Soo-May, 2013. "The link between customer satisfaction and price sensitivity: An investigation of retailing industry in Taiwan," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 1-10.
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    3. Krist Swimberghe & Laura Flurry & Janna Parker, 2011. "Consumer Religiosity: Consequences for Consumer Activism in the United States," Journal of Business Ethics, Springer, vol. 103(3), pages 453-467, October.
    4. Mason, Joseph Barry & Mayer, Morris L., 1973. "Insights into the image determinants of fashion specialty outlets," Journal of Business Research, Elsevier, vol. 1(1), pages 73-80.
    5. Stock, Ruth, 2005. "Can Customer Satisfaction Decrease Price Sensitivity in Business-to-Business Markets?," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60480, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Complaint; Price; Store Loyalty; Religious Affiliation; Religious Commitment.;
    All these keywords.

    JEL classification:

    • D19 - Microeconomics - - Household Behavior - - - Other
    • Z12 - Other Special Topics - - Cultural Economics - - - Religion

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