Faith Promoting Essay

п»ї

The Changing Spiritual Marketplace:

The Effects of the use of Marketing Tools in terms of Christian Consumer Behaviour

Dissertation proposal

Laura Siraky

s1110710

Table of Contents

Context3

Literature review3

Research Inquiries and Objectives6

Methodology and Research Design7

A Reflection on Potential Issues and Recommended Solutions9 Timetable10

List of References11

Context

Being intangible and a highly personal issue, consumer behaviour in terms of faith is a unique and interesting area of marketing. However , due to the fact there is a origin, a receiver, various programs and an objective of the message, the congregations' communication is no different from any kind of brand's promoting communication technique: the main goal is to get in touch with the target viewers and achieve or retain them since loyal buyers. This feuille aims to study relevant literary works on the marketing communications of beliefs, highlighting similarities and differences of customer behaviour in the case of traditional products versus religious ‘products' along with examining church buildings as brands. In this pitch, I present the initial findings of literature in terms of ‘purchase intention', branding and consumer loyalty. The conventional paper also discuss further queries on how the study is going to be performed as it likewise talks about the investigation methodology, study plan along with its limitations.

Literature assessment

The constant question that intrigue marketers through time and companies is ‘How to attract and retain consumers? '. Just as much as a corporate brand, a house of worship can confront the same worries when it comes to conversing to potential clients: what do they seek during my service? Balance? Trust? Availableness? What programs should I use to reach them? In the 1800s, using press as a fresh channel for religious connection was viewed as a suspect breakthrough while Evansen (2003) describes. Similarly, the use of mass media proved to be powerful in recruiting new believers, even ‘celebrity evangelists' emerged. Critics even so claimed it was man-made and too commercial. Technical creation could not be stopped, and church growth was viewed as being efficiently related to the broadcasting of church services on radio and tv set (McDaniel, 1989). In this case, zero special promoting message was needed, the ‘product' itself was straight broadcast. Although churches prefered further advertising tools to ‘spread the word' such as block ads, yellow pages and sponsorship of sport teams, it is clear that the immediate messages, including PR and live situations attracted the group the most in the beginning. Today, inside the era of Internet, just within Christianity a fantastic variety of denominations' massages are around for internet users in seconds. Advertising online is not only cost effective, although also considered as easy to reach the most accurately defined goal audiences through different websites and social networking platforms. The definition of ‘online religion' was born, discussing not only marketing churches on-line, but likewise calling believers to practice their religion on the web in kinds of liturgy, prayers and relaxation. In this 100 years there is a great change in consumers' behaviour in terms of how they seek their daily " spiritual food”. They spend somewhat more time online looking for information and can be less touched by TV or door-to-door canvassing. (Soukup, 2002) The concept repeatedly looks in the literature of marketing of religions is that in spite of every technical advancements in order to send messages to draw or convert believers into a church, it really is still the potency of personal request that best helps hiring new members to a church inside any denomination. Referrals and direct mails are named by Webb et 's. (1998) as the utmost important tools for the attracting and retaining of members, when Reising (2006) urges chapels to make users eager...