Impact of Advertising on the Buying Behavior of Gen Z Indian Muslim Consumers

Rajasekhara Mouly Potluri (prmouly24@gmail.com), Afreen Mohammad and Kareemunnisa Mohammad
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Rajasekhara Mouly Potluri: V. R. Siddhartha Engineering College
Afreen Mohammad: V. R. Siddhartha Engineering College
Kareemunnisa Mohammad: V. R. Siddhartha Engineering College

A chapter in Contemporary Business Research in the Islamic World, 2024, pp 241-255 from Springer

Abstract: Abstract The study examines the influence of advertisements on the buying behavior of Gen Z Muslim Indian consumers. Gen Z represents a significant consumer segment with unique values, preferences, and behaviors. Understanding advertisements’ impact on buying decisions is crucial for marketers aiming to engage this consumer segment effectively. Through a comprehensive literature review and analysis of primary data, this research explores how advertisements influence the purchasing behavior of Gen Z Muslim Indian consumers. The ANOVA results show a significant difference in the type of media advertisements watched and what attracts individuals to ads. However, no significant differences exist in the motivation to purchase based on ads or the satisfaction levels with advertised products and their usage. The study provides valuable insights for marketers seeking to target and engage Gen Z Muslim Indian consumers effectively. By understanding the influence of advertisements and implementing culturally sensitive and ethical advertising strategies, brands can establish authentic connections, build trust, and drive consumer loyalty within this segment. The study provides information about Indian Muslim consumers of the said generation, their buying habits, and the factors influencing them. It presents an opportunity to adjust to customers’ aspirations, desires, and shifting options. The research is the first of its kind, and it studies the impact of advertising on Indian Muslim Gen Z consumers’ buying behavior.

Keywords: Advertising; Buying behavior; Islam; Muslim consumers; Gen Z consumers; India (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-981-97-5400-7_14

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