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Religion is an integral component of Pakistani culture with a growing impact that cannot be belittled by advertisers. The purpose of this study is to understand the dominant purchase element and its impact over customer preferences when purchasing beauty products within the Pakistani market. Six independent variables were empirically studied to determine which one has the highest influence and thereby impact on customer preference when buying beauty products. Primary data was collected through questionnaires from 280 respondents in urban Karachi and regression analysis was run to determine the impact of Quality Assurance, Country of Origin, Social Recognition, Consumer Ethnocentrism, Unavailable Local Substitute, and Religiosity on Customer Preferences when purchasing beauty products. The relationship between religious conviction and states of mind toward international items shows that consumers are going to abstain from purchasing international brands out of a strong sense of religiosity. The study helps managers of beauty brands, a growing segment within the local market, to determine the elements that have the highest impact on customer preferences to better develop their product campaigns.

Impact of Religiosity on Purchase of Beauty Products in Pakistan