Aspects of Underlying Ramadan Consumption Patterns in Turkey

Fasting during the holy month of Ramadan is one of the five commands of Islam. Ramadan is more than a holy month and has a deep social, cultural, and economic impact on the daily life of Muslims in Turkey. The purpose of the study is to investigate the underlying aspects of Turkish consumers' Ramadan consumption patterns. The concept of Ramadan consumption is discussed first in the light of current literature followed by empirical findings on the subject matter. Results revealed five aspects, which are media, culture, attractiveness, spiritual pleasure, and nostalgia. The results of the study suggest that these factors have significant effects on unplanned purchasing, special product consumption, and spending amount in Ramadan. The study has significant implications as to how marketing practitioners and theorists interpret consumption dimensions of Ramadan practices in Turkey as a modern and secular nation.