Jordanian Consumer’s Evaluation of Retail Store Attributes: The Influence of Consumer Religiosity

Hamza Salim Khraim, Aymen Salim Khraim, Firas Muslam Al-Kaidah, Daher Radad Al-Qurashi


The purpose of this paper is to provide an understanding of the influence of consumer religiosity on Jordanian consumer’s evaluation of retail store attributes. Data collected in the survey have included retail stores attributes, religiosity and demographic characteristics of respondents. Data were collected from 800 random selected consumers in several shopping centres in Amman. Different methods of statistical analysis have been used such as mean differences, one way ANOVA, percentile, and factor analysis. The findings reveal that among the six factors considered (locational convenience, service, post purchase services, merchandise, kinship and local goods), the most important factor for consumers has been merchandise, which includes four items with cheaper prices scoring the highest mean among all items. Results of the hypothesis testing indicate that there was a difference between high, moderate and low consumers' religiosity in evaluating the importance of all retail store factors. This paper provides retailers with knowledge on consumer behaviour in Jordanian culture context by categorizing the attributes that are considered by consumers when making choices regarding where to shop.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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