Abstract:

Although there are numerous studies in which Christian religiosity has been associated with consumer behavior, there are few studies regarding the influence of Islam on marketing. However, religion has sustained its controlling and guiding effect on consumers in almost all societies throughout the ages. Accordingly, religion has a role in the decision-making process of the consumer, depending on the variety of the product. While this role is extremely dominant at times, it may be passive at other times. Accordingly, the variety of the product is an important factor in this relationship. In this study, the effect of religiosity on the preference of a car, as an example of a shopping product, and on a preference for yogurt brand, as an example of a convenience product, substantiated the relativity of the variety of the product. As a criterion of religiosity, the religiosity scale developed by Flere and Lavric (2008) as I+Ep and Es has been tested and adapted to this study. In the study model, the presence of a Islamic Attitude→ integrated {I+Ep} →Brand Loyalty positive relationship has been supported by SEM. As a result of this study, a significant relationship has been determined between extrinsic social (Es) religiosity and car brand choice. It can be concluded that this relationship is the result of conspicuous religiosity. Another remarkable result is that there is a significant relationship between yogurt brand and {I+Ep}-type religiosity levels in the Turkish society. Conversely, it has been shown that there is no significant relationship between religiosity level for the {I+Ep} combination and car brand choice.

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