The effect of religiosity and cultural values on purchase intention of Bangladeshi consumers

Abstract

In Bangladesh many advertisers face various challenges to influence consumers’ purchase intention in the current years. As a result, consumer purchase intention has become a crucial phenomenon. This study determines the effect of cultural values and Muslim religiosity on purchase intention of Bangladeshi consumers through attitude towards advertising. In this study, convenience sampling method is applied for collecting primary data from four major cities (Dhaka, Chittagong, Rajshahi and Sylhet) of Bangladesh. This method is used because it is one of the easiest, convenient and least costly methods for collecting data from respondents. It is also an effective way of collecting information efficiently and rapidly. After finalising the data, reliability test was performed and then descriptive statistics as well as exploratory factor analysis were conducted by using SPSS. The study applied Structural Equation Modeling to analyse confirmatory factor analysis. Subsequently, by using SEM (AMOS), 230 respondents’ feedback is utilised to test the hypothesised relationship among the variables in the research conceptual model. Based on the result obtained from the confirmatory factor analysis, structural equation modelling was then drawn to examine the developed hypothesis as well as to test the fitness of the proposed model. The research findings revealed that, there is a positive impact of cultural values and Muslim religiosity on attitude towards advertising. Moreover, cultural values and Muslim religiosity have an indirect positive relationship with purchase intention. The study discovers that, cultural values have a negative direct relationship with purchase intention, but Muslim religiosity has a positive direct relationship with purchase intention. Finally, this study will facilitate the advertisers in improving their advertising strategy to attract Bangladeshi consumers more efficiently and successfully, and at the same time, this study will be valuable to academicians as well as consumers at large. Besides academic utilisation, the study will have some social impacts based on cultural and religious perspective.