Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Advisor

Noel Sajid Murad

Defense Panel Chair

Reynaldo Bautista

Defense Panel Member

Rajan Sadhwani
Rev. Fr. Angelo Paolo Asprer, SSP


The purpose of this study is to identify the factors that affect the purchasing behavior of Filipinos in purchasing religious products. Specifically, the present study aims to ask

  1. What are the effects of religious products on Filipino faithful devotees?

  2. Do attitude, subjective norm, and perceived behavioral control affect the purchase intention for religious products?

  3. Which of the factors affect the most in determining the purchase intention for religious products?

The research is quantitative to measure the significance of each variable on the purchase intention towards religious products, as well as to understand the relationship among the determinants. The theoretical framework makes use of the Theory of Planned Behavior by Ajzen (1991) that would help in determining which of the different variables significantly influences the purchasing intention of Filipinos towards religious products.

The results of the study show that the most important factor that affects the purchase intention of Filipinos for religious products is Perceived Behavioral Control. The results provide evidence that for Filipino faithful devotees, all of the other factors also affect their purchase intention.

Furthermore, this study will help future researchers give information about religiosity in the Philippines, religious marketing, and faith-based products that help the faithful devotees practice their faith. The result of this study will add to the literature on the religious retail industry in the Philippines.

Abstract Format






Physical Description

219 leaves, color illustrations


Religious articles--Philippines--Marketing; Devotional objects--Philippines--Marketing; Consumer behavior--Philippines

Upload Full Text


Embargo Period