Cultural values, intensity of religiosity and consumer attitudes towards promotion of funeral products: insights from Botswana

This paper investigates the relative importance of intensity of religiosity and cultural values on consumer attitudes towards promotion of funeral products. Data was collected from a sample of 457 urban Christian consumers in Gaborone, Botswana through a structured questionnaire. The results reveal that consumers with a high level of intensity of religiosity exhibit positive and significant evaluations about the promotion of funeral products. Further results relating to cultural values demonstrate that those who attach more value to power and tradition express negative beliefs and evaluations about the promotion of funeral products. However, consumers who attach more importance to universalism and security display positive beliefs and evaluations with regard to promotion of funeral products. This study provides insight into the predictive ability of intensity of religiosity and cultural values using an under-studied product and context of a developing country, Botswana. Additional insights revealed that older, highly educated and employed consumers tend to project positive attitudes towards the promotion of funeral products than their counterparts. The paper also offers implications for the development of promotional strategies associated with funeral products drawing insights from intensity of religiosity, cultural values, and demographic characteristics.