Religion, culture, luxury consumption: A behavioral study on Nigerian consumers

Abstract

Bu çalışma din ve kültürün Nijeryalıların lüks tüketim davranışları üzerindeki etkisini araştırmaktadır. Bu araştırmada lüks mallara yönelik tüketici davranışlarını belirlemede kültür ve dinin etkisi incelenmektedir. Bu bağlamda üç ana araştırma sorusu belirlenmiştir (i) dinin lüks tüketime etkisi nedir? (ii) Nijeryalı tüketicilerin kültürel yönelimi nedir? (iii) tüketicilerin lüks ürün alma niyetini etkileyen faktörler nelerdir? Veriler online düzenlenen anket aracılığıyla toplanmıştır. 372 Nijeryalı tüketiciden kartopu yöntemi ile anketler elde edilmiştir. Araştırmanın bulguları kişisel ve normatif inanışların lüks satın alma davranışını etkilediğini göstermektedir.

This thesis work seeks to find out the influence of religion and culture on luxury consumption behavior among Nigerians. The thesis attempts to evaluate and review cultural and religious factors influencing the behavior of Nigerians in terms of luxury goods consumption. The work begins with the review of the meanings of religion and culture on determining consumer behavior towards luxury goods; the word `religion` is derived from a Latin word relig'. In this research three major research questions were examined: (i) what is the religious impact on luxury consumption of Nigerian consumers? (ii) What is the cultural orientation of Nigerian consumers? (iii) What factors impact on consumers' intention to purchase luxury goods? A link was sent to respondents form kwicksurvey.com and where requested to forward the link/share with their friends and family. Data was collected from a sample of 372 respondents both Nigerian abroad and home. These people belonged to both genders. Snowball sampling method was frequently used to identify respondents in rare populations such as the one of interest here. Attitudinal and normative beliefs have a positive effect on Nigerian consumers behavior towards purchasing luxury goods.