Abasyn Journal of Social Sciences. Vol.9 No.1

An Analysis of the Religion as a Culture Effect on the Consumers of the Telecommunication Market

Maqsood Haider, Iftikhar Ahmad, Sajjad Ahmad Afridi, Mohammad Hasham

1 Assistant Professor, Abasyn University Peshawar
2 MS Marketing Hudderfield University Business School, UK
3 PhD. Scholar Preston University, Islamabad
4 PhD. Scholar Preston University, Islamabad


The history of Quaker’s businesses, Japanese business culture and Islamic based businesses has been explored in depth through review of published literature. An analysis of Hofstede’s  culture typology has been conducted to confirm the different dimensions of Pakistani culture. Both phenomenological and positivist approach has been utilised to collect data through semi- structured interviews, questionnaires and secondary data analysis. The research reveals the country’s highly religious culture where the society is male dominated, women plays a submissive  role in the society. The people of Pakistan feel negative to the advertisements and promotional techniques which are mainly due to their religious faith. Also it has been found that within family the decision power remain with the head of the family and therefore the communication network targeting the young generation is not a suitable technique. The results concluded that marketer shall  thoroughly understand the local culture, identification of the target customers and value added service which is compatible to the local needs and wants.
Keywords: Consumer Behaviour, Culture, Hofstede?s Typology, Religiosity and Pakistan.




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