Influence of religiosity on shopping orientation of consumers in Gujarat

Abstract

quot newline newlineThe study is undertaken to investigate the influence of religiosity on shopping orientation of consumers in Gujarat.The study is undertaken in Gujarat where population contains large number of people who practice four major religions namely Hinduism, Islam, Jainism and Christianity. A structured questionnaire is designed to collect primary research data which is administered by employing survey as a research approach and personal interview as a contact method. Seven hundred fifty questionnaires are found appropriate for the statistical analysis out of nine hundred targeted. Exploratory factor analysis, analysis of variance (ANOVA), Multivariate analysis of variance (MANOVA) and multiple linear regression analysis is used as statistical techniques for the purpose of data analysis. The findings reveals that religious affiliation and religiosity have an influence on consumer use of information sources and shopping orientation. newline