A critical examination of the nexus of groups, religion and consumer behaviour: A focus on developing countries

In this chapter, we discuss how individual consumption patterns are influenced by social groups. In particular, the chapter focusses on religion as a special type of social group and how the latter can shape consumer decision-making at a personal level. The pervasiveness of religion in consumer decision-making makes it a worthwhile topic for study for marketers; since all consumers, even atheists, belong to one religion or another. It, therefore, follows that all consumers are in fact religious beings. While this is true in most societies, religion, in developing constitutes an inextricable part of life - socially and economically. For this reason, the chapter pays special attention to developing countries, as consumption activities in these societies are often flavoured with religious expressions and rituals.