[01] Théophile Bindeouè Nassè, Department of Marketing and Entrepreneurship, University of Business and Integrated Development Studies, Upper West, Ghana; Department of Initial and Continuous Training (IUFIC), Thomas Sankara University, Ouagadougou, Burkina Faso; Department of Management Sciences, Saint Thomas d’ Aquin University, Ouagadougou, Burkina Faso.

Purpose – The purpose of this paper is to investigate the relationships between extrinsic religiosity and consumer behavior in an Islamic dominant context, and the dynamics that affect Muslims’ purchasing decisions in the sector of drinks. Design/methodology/approach – The approach is a quantitative one, based on a post-positivism philosophical stance. Findings – The findings indicate that poor and low faith Muslim consumers from different Islamic affiliations do purchase and consume non-alcoholic beverages that follow halal norms only, as recommended by their religious beliefs. Nevertheless, poorly religious Muslims consumers are often into syncretic consumption mixing both halal beverages and non-halal beverages. In a word, the findings demonstrate that Muslims extrinsic religiosity is strongly related to consumer behavior in this particular geography. Research originality – This research findings serve to remind the different manufacturers in the beverage sector that they should put an emphasis on both innovation and hyper-segmentation, to meet the various expectations of consumers in such a vibrant multi-religious environment. Practical implications – There should be a strong and a rigorous segmentation of the beverage sector, by proposing various type of products that should meet the extrinsic religious consumers’ core needs and expectations within a geography where African traditional consumption ties are strongly affecting Muslim consumption behavior.

Extrinsic Religiosity, Consumer Behavior, Drinks, Marketing, Africa

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