Gender based Consumer Behavior Considering Religiosity in Banking Services; a study on Pakistan’s Consumer Market

Abstract

Pakistani market is based on Islamic values whether it is the routine consumption behavior or special financial transaction and financial services decision. The current study has been focused towards evaluating the role of religiosity in affecting the banking services choice of consumer market in Pakistan considering their gender differences. The study has utilized interviews as a tool to gather qualitative data and generate interpretation to understand that whether gender makes a difference in consumer behavior or not, when it comes to banking service choices in Pakistan. The findings have reflected that consumers in banking industry in Pakistan are surely having different preferences on basis of their gender. Female have been reported to be less inclined towards religiosity and they share more of their association with banking service quality and other factors while making a choice. On the other side men are observed to be more inclined towards religious obligations and most of them consider values of Islam to be prominent in their decision making of banking service selection. However it is recommended to have more detailed analysis in future by differentiating city wise data regarding the consumer behavior in Pakistan.