MEASUREMENT OF RELIGIOSITY IN CONSUMER RESEARCH

Abstract

In a constantly changing and increasingly globalized world, the construct of culture and subculture have become increasingly central to the consumer behavior literature. Religion still plays a significant role in influencing social and consumer behavior. Exploratory research design is used in which previous attempts are dwelled to measure the religiosity. This paper will shed some light on previous attempt done for measuring religiosity and it is found that religiosity is highly a personal and social construct and multidimensional in nature. There is no single measure which can be used in all studies because of differences in religious tenets and culture. Rather a specific measurement tool can be developed for respective study depending on the kind of study and the purpose of study.