부산대학교 도서관

The study found that there is a link between religion and individual behavior, both in terms of cognitive and cognitive behavioral aspects. In other words, the influence of religion affects the psychological disposition of the individual as well as his or her physical actions. The households which belong to lower income group may have different saving behavior, middle income households may have different and same as higher income households may have different savings secular country like India. So it needed to be discussed more and in a detailed and precise manner at community level. Research on the influence of religion on consumer behavior has received limited attention in the marketing literature. It is implied that the literature on religion contains a substantial number of concepts and theories which can be applied to marketing in order to better understand the behavior of individuals as they go about their daily lives and purchase of goods and services. Bridging the gap in the literature between religion and marketing would enrich both fields and help researchers in their quest to better understand human behavior in specific contexts i.e. Muslim market for financial services. Marketing ethics bound by Islam differ in two major characteristics from other marketing ethics. Firstly, Islamic marketing ethics are based on Shari'ah; secondly, Islamic marketing ethics aim to maximize value for the benefit of the entire society, rather than only maximizing profits. Islamic laws also deal with financial services regarding interest, non-Islamic investments, and speculation. Marketers cannot violate these Islamic principles when providing financial service and promoting interest. So there is clearly a research gap from religiosity aspect when we want to study the financial behavior of a common Muslim. In order to fill this gap, an attempt shall be made to study the influence of religiosity on savings and investment pattern among Muslims in Punjab and then suggest some measures to improve this situation. Religiosity is an important factor which affects the financial inclusion of Muslim majority in the financial activity of the country. Before partition, there was a considerable size of Muslim population, which was living at that time in Punjab. But now there percentage is just 14% of the total population of India as per the census of 2011. And most of them are still living in a deprive condition and the factors responsible for this misery relate to finance and the economy and which ultimately relate to their religiosity. Most of the researches which had been conducted in the past were in the religions other than Muslim population. As the degree of influence of religion and religiosity differs from one culture to another, it implies that future research should be conducted in a secular setting, a country like India. In India, a multicultural and multi religious society survives. It is the need of the hour to carry out such type of research studies which may surely be prove beneficial to a socially and economically deprived community. [ABSTRACT FROM AUTHOR]