Consumers’ Religio-Spiritual Insights in Ramadhan Advertisements

Abstract

Due to the lack of customers' religio-spiritual insights, consumers become frustrated and distracted when viewing Ramadan television advertising. This irritation can sometimes result in a poor impression of the brand being promoted. The holy month of Ramadan has been turned into a shopping festival by merchants, who view it in the same vein as other seasonal shopping festivals celebrated in the West. Marketers set aside nearly half of their annual budget for advertising purposes during the month of Ramadan; however, they do not take into account the spiritual atmosphere that permeates the month, even though it is the Islamic month in which Muslims engage in the most profound spiritual contemplations. This study presents a thorough framework that will assist marketers in incorporating customers' religio-spiritual insights into Ramadan television commercials so that consumers are not upset or distracted by the advertisements. The concepts of spirituality and religion, as well as amusement, information, and the legitimacy of the source, are some of the significant ones that are investigated in this study. This exploratory investigation is being carried out in accordance with the recommendations of grounded theory. In order to gain a deeper understanding of the consumers' spiritual perspectives and to develop a comprehensive model, a total of 25 in-depth and semi-structured interviews with consumers of various religious, non-religious, and athletic/yoga orientations were undertaken.