The Effects of Religion on Indian Buying Behavior: A Conceptual Framework and Research Agenda

Ajit Kumar Singh; Sandeep Raghuwanshi; Archana Yadav; Arif Hasan; Priyanka Sikarwar; Arun Mishra; Vikas Kumar Khare; Abhishek Singhal

doi:10.61707/h5x41n93

Authors

Ajit Kumar Singh Associate professor: Amity University, Madhya Pradesh
Sandeep Raghuwanshi Assistant Professor: Amity University Madhya Pradesh
Archana Yadav Assistant Professor: GLA University Mathura
Arif Hasan Assistant Professor: Amity University Madhya Pradesh
Priyanka Sikarwar Assistant Professor: Amity University Madhya Pradesh
Arun Mishra Associate Professor: Amity University Madhya Pradesh
Vikas Kumar Khare Research Scholar: Amity University Madhya Pradesh
Abhishek Singhal Associate Professor: Amity University Madhya Pradesh

DOI:

https://doi.org/10.61707/h5x41n93

Keywords:

Indian Religion, Indian Beliefs, Rituals, Indian Values

Abstract

This study looks at how religion affects what Indian people buy. It gives a plan and ideas for more research in this area. The research looks at lots of different books and papers to understand how religion influences what people buy. It studies things like what Indian people believe, the things they do for their religion, what they value, how they are part of a community, and how all these things affect what they buy. The plan also talks about people who don't follow any religion and the problems and good things about doing research on religion and buying stuff. It also talks about things that could make it hard to do this kind of research in the future. The study uses many different books and papers to get a good understanding of this topic including Aaker, Fournier, Brasel (2004), Ahmad, Rustam, Dent (2011), Allport (1950), Allport, Ross (1967).