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The Effects of Religiosity on New Product Adoption


  • Aysha Karamat Baig

    (Riphah International University Islamabad, 44000, Pakistan)

  • Uzma Karamat Baig

    (GC University, Faisalabad, 38000,Pakistan)


This study is elected to explore the connection between religiosity and new product adoption amongst Pakistani consumers. This paper sheds some light on measured effects of religiosity and the perceived ideologies of Pakistani’s about proffered pharmaceutical products in the country. Total 500 respondents were involved in the study from (fourth largest city) Faisalabad through judgmental sampling to envisage the adoption pattern of Pakistani Muslim consumers. Here religiosity is taken as an independent variable and was analyzed in five dimensions: sacramental, rational, ideological, consequential, and Practical. Moreover new product development is signified as a dependent variable.Islamic tenets influence the adoption of new pharmaceutical products among Pakistani consumers as their attitude persuades adoption patterns that rely on religiosity. All possible substitutes within different dimensions were assessed to find out the most appropriate combination of dimensions which provided the output. Religion is an element of culture that permeates every aspect of a society and saturates the life of individuals whether one is a believer or a non-believer and cultural dimensions are very vibrant in a society, as religious doctrines shape a secure and stagnant pillar in the society. This paper will assist to highlight its significance and implications in product development related decisions of pharmaceutical industry with reference to the use (prescription/recommendation) of pharmaceutical products by Muslim patients (doctors).

Suggested Citation

  • Aysha Karamat Baig & Uzma Karamat Baig, 2013. "The Effects of Religiosity on New Product Adoption," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 2(2), pages 28-37, April.
  • Handle: RePEc:rbs:ijbrss:v:2:y:2013:i:2:p:28-37

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    Cited by:

    1. Sedki Karoui & Romdhane Khemkhem, 2016. "To more understanding the "Halal" market and the Islamic Consumer-Factors affecting the Islamic Purchasing Behavior," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(8), pages 65-99, August.

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    Religiosity; New products; Pakistan; Values;


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