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Religious products – the perception of their value

Olejnik Iwona, Lewicki Marcin, Mikołajczyk Jan, Dobski Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 193

249--269

Purpose: The main objective of the paper is to identify the attributes of the value of religious products. Specific objectives include: conceptualization of the notion and perception of religious products from the perspective of an individual, determining the impact of secularization on consumer behaviour in the field of religious products, exploring and defining research areas that will constitute the basis for planned quantitative research, enabling the quantification of the analyzed variables and verification of research hypotheses generated during qualitative research. Design/methodology/approach: Qualitative research (N = 21) on the perception of the value of religious products was conducted among Polish Catholics. Additionally, the understanding of the essence of religious products was examined. Findings: The research shows that a religious product is defined and perceived by the respondents in various ways - there is no uniform approach in this respect. Considering the approach proposed by Sheth et al. (1991), the respondents perceive the existence of all five values in religious products, among which the relatively greatest importance is assigned to functional and emotional values. Research limitations/implications: The research carried out is of a qualitative nature and is burdened with the disadvantages of this type of research. It is not a representative study and can only provide a partial picture of the research problem. Practical implications: The paper has interdisciplinary and exploratory character, covering not only the issues in the area of religion and culture, but also economic, ethnographic and psychological aspects of human behaviour. The conclusions from the conducted research may provide guidance for enterprises offering religious products on the market. Originality/value: The original value of the article is the conducted own research, addressed to both consumers and enterprises operating in the researched industry. An additional value is also the approach to the research problem; so far, this type of research has not been undertaken in relation to religious products.