There are several factors that influence a consumer's behavior. While religion and religiosity levels are not the sole determinants, they play a significant role in the overall consumption process and hence deserves attention. Religion, to the common man, is a path that leads him to God and lays down certain guidelines on the norms of acceptable behavior. This book, therefore, provides an insight into the world of religio-marketing and explores the dual approaches: (1) when religion of consumers shape marketing decisions and (2) when marketing concepts are used to market 'religion' as a product. This book not only provides insights for marketers on religio-marketing; but should appeal to a wider audience since religion touches everybody's lives.

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