Marketing of Products Sold by Spiritual Organizations: An Analysis

Abstract

Spirituality has been studied and discussed in management and other disciplines. In the recent years, the significance of spirituality cannot be ignored in marketing of products as consumer’s belief influences his buying behavior. Today’s new age spiritual consumer seeks more than mere physical satisfaction of his needs. He seeks to “transform” his life by consuming products that promise well being of his soul and answers questions related to seeking higher meaning of life. The term spirituality here refers to the new age spirituality without referring to any religious contexts. Ranging from spiritual books, aromatherapy candles, to ayurvedic self care products spirituality sells like hot cakes in the market. Spirituality through marketing is a wide area of research. However, this paper delves into the study the products by sold by spiritual organisations. A survey was conducted among female youth in Delhi to study whether spiritual beliefs of consumers and loyalty towards these spiritual organisations affects the buying pattern or not. Findings of the research are concluded along with directions for scope for further research.

Keywords: Spirituality, marketing, quality of life

JEL Classification: I3