Consumer Response: Examining Religiosity, CSR Attitude, CSR Behaviour of SMEs Executives in Odisha

Subash Chandra Nath


It is very essential to study the consumers’ behaviour towards the religious product in order to find out the attitude and behaviour of consumers. The SMEs executives are consumer of various products. Their religion, religious belief holds a special role in product development and use of products. The religiosity of executives of an organisation endorses quality standard and specification to a product. The owners and executives’ thought, belief, attitude and their personal behaviour impacts on innovation and diffusion of product range. The SMEs executives’ acceptance of products from the house of religious organisation indicates their attitude and behaviour. The products of social responsible and religious organisation are promoted to test the religiosity, attitude and behaviour of SMEs executives. The SMEs executives of hindu religion are taken as samples. Data are collected from two places of odisha. The social responsibility values of products are promoted to SMEs executives at the time of sales and promotion of the products to test the consumers’ response towards CSR attitude and behaviour of SMEs executives. After selling the products, questionnaires are given to consumers. The questionnaires are collected after few days of sales and approached for repeat purchase of products from same religious house. The consumer behaviour is taken as the major scale of measurement of religiosity, CSR attitude and CSR behaviour of SMEs executive of Odisha. The personal values of SMEs executives and sales performance of religious organisation are tested to find out the results. The products from the house of THE ART OF LIVING are promoted by its direct distributor ABISHKAR MARKETING in Odisha.

Keywords: Consumers response, Religiosity, CSR attitude and CSR behaviour, SMEs executives, Sales Performance.

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