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Marketing and religious segmentation

Published on September 30, 2024   25 min

A selection of talks on Marketing & Sales

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0:00
Hello. My name is Glen Brodowsky, and I am a professor of marketing at California State University San Marcos. Today, I would like to discuss marketing and religious segmentation. I'd like to dedicate today's talk to the memory of Dr. Sally Sledge, who contributed to our chapter on this very topic in our handbook on ethnic and intra-cultural marketing.
0:30
Why should religion matter to marketers? Because religion influences consumption decisions about what we eat, what we wear, what we drink, what we celebrate, when we celebrate and how we celebrate. All of these events in our lives involve consumption and people from different religious faiths consume differently, so therefore, it should be very interesting to marketers.
0:59
Most religious traditions, I can't think of any that don't, but all of them address some universal questions. Where do we come from, and what happens to us when we die? How should we live in between birth and death? And how we mark rites of passage, from birth, maturity, to marriage and death. All events that involve the consumption of food, drink, goods and services. Our lives are marked by festivals that celebrate seasons, planting and harvests, and when we celebrate New Year's and how we count time.

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