So, how does business exploit religions? Based on the work of Djamchid Assadi, “Do Religions Influence Customer Behavior?”, we can analyze the impacts of these religions on the needs, specifically Maslow’s Pyramid of Needs and for instance on the opportunities that Organizations have on a religious environment.
Psychological Needs
Christianity: Food does not have a very restringing issue. The principal impact on businesses that center on this religion is on Lent, during which in the Ash Day and during the Fridays of its duration, people cannot eat red meat; but instead they have to replace it with white meat as fish, chicken or seafood. Other substitutes can also be important. Still, what causes damage to the body and the excess of eating as well as drinking, contemplated in the capital sins (Gluttony), is prohibited.
As for clothing, this religion was very stringent about what to wear when at the church, but the only restriction that remains is just a suggestion for women not to wear very provocative clothes. Dark clothing is preferred on funerals.
Judaism: “Kasheir” or “Kosher” are a set of rules that indicate if something is fit for consumption or not, applied by the followers of the Jewish religion. The word “Kashruth” is specific for Food rules in the religion.
Meat: animal that are allowed to be eaten include cows, goats, lambs, chickens, turkeys, gooses, and certain ducks. On the other hand, animals that are forbidden include pigs, horses, camels, and rabbits. The rule states that the animals allowed must be treated by a specialist called “Shochet”.
Dairy: all products derived from milk are allowed if they come from a kosher animal, although they cannot be combinated with meat or fowl.
Parve: they include all products that don’t contain dairy or meat. Some fishes are allowed, mainly those that have fins and scales. When a product of this category is combined with a dairy, it will remain a dairy.
In clothing, Jews prefer black or opaque colors for their ceremonies, with mostly concealing clothes. Gartels (Jew belts), are required by the religion, but belts can be used also for this purpose. Also a hat, and a double head covering (not only Kippot) is necessary when praying, but many Jews also use them when eating or at all times.
Islam: The word “Halal” comes from the arab language, designating what is inside the law and what is allowed in all aspects of life (Haram is the exact opposite).
Halal products: Milk (from cows, buffaloes, sheep, camels, and goats), honey, fish, none intoxicating plants, fresh or frozen vegetables, fresh or dried fruits, legumes and nuts, grains, certain animals (cows, sheep, goats, deer, moose, chickens, ducks, game birds, etc., but they must be slaughtered according to Islamic rules).
Haram products: pigs, boars, dogs, carnivorous animals, birds of prey, pests, animals forbidden by Islamic law, repulsive animals, amphibians, mules and donkeys, poisonous and hazardous aquatic animals; dead animals that were strangulated, clubbed in the head, fell, natural causes (carrion), gored or attacked by another animal; blood; human parts; animal or human disposals; alcohol;
In clothing, the wear of a “Hidjab” or “Djalabib” for women is a religious regulation.
Safety Needs
Christianity: There aren’t many restrictions on health care; the main restrictions are alcohol, illegal drugs and tobacco which are considered bad for health, and for instance a sin.
Judaism: Nutritional products and exercise equipment are enforced. There is a preference when treating in hospitals. If the patient is from the opposite sex, the medical practitioner should avoid touching the person.
Islam: Halal is also applied in drugs and medical treatments.
Social Needs
Christianity: Holy week is the major festivity. It is promoted praying during these days and also going to church. Also Sunday is the normal day to rest and go to church.
Judaism: Rosh Hashanah is the Jew New Year. No work is permitted, and almost all the day is to be spent at the Synagogue. One of the principal traditions is to eat apples with honey, so they can have “a sweet year” (Assadi, 2003).
Yom Kippur is the most important Jew holyday. In that day, nobody can work, and all must pray, no food can be eaten, no bath, no cosmetics or deodorants, no sexual relations. On that day white is the color most must wear, some also wear kittels (white robes in which Jews are buried).
Islam: Jum’ah, or Fridays, they have to be at collective worship, driven by an imam. The room of prayer must be free of pictures of living beings.
Egoistic Needs
Christianity: All types of music are permitted, although some are considered “satanic” and for instance not promoted. In festivities and churches, Christian music is listened and singed. There are no further restrictions, generally.
Judaism: As in Christianity, there are not many restrictions. Only in Holidays or special occasions, songs in Hebrew are marketed.
Islam: Moderate consumption is promoted. And music has several restrictions, mostly the type that provides distraction or entertainment. Music careers are not well viewed.
Self-Actualization Needs
Christianity: Iconography is permitted and heavily used as well Theology is a career of formal studies.
Judaism: Iconography is not allowed.
Bibliography
· Kosher directory. What is kosher? Access 08/05/2011. Retrieved from http://www.kosher-directory.com/meaning.htm
· Islamic food and nutrition council of America. What is Halal? Access 08/05/2011. Retrieved from http://www.ifanca.org/halal/
· OUkosher. Why the world’s best known brands choose the OU for kosher certification. Access 08/05/2011. Retrieved from http://www.oukosher.org/index.php/consumer/featured_browse/C39/a/b
· Assadi, D. (2003) Do religions influence customer behavior? Access 08/05/2011. Retrieved from http://www.escdijon.eu/download/fr/ceren/cahiers_5/assadi.pdf
Kuzma, A. Kuzma, A. Kuzma, J. How religion has embraced marketing and the implications for business. Access 08/05/2011. Retrieved from http://www.aabri.com/manuscripts/08072.pdf
