THE ROLE OF KNOWLEDGE MARKETING STRATEGIES AND RELIGIOUS PERSPECTIVE TOWARDS TAKĀFUL AWARENESS: A STUDY BASED ON SAMMANTHURAI DIVISION IN SRI LANKA

Authors

  • Mohamed Haniffa Mohamed Nairoos Senior Lecturer, Department of Islamic Studies, FIA South Eastern University of Sri Lanka
  • Seinulabdeen Nathira Jahan BA(Hons) in Islamic Banking and Finance, South Eastern University of Sri Lanka

DOI:

https://doi.org/10.29121/granthaalayah.v9.i6.2021.3944

Keywords:

Takāful, Awareness, Knowledge, Religious Perspective, Marketing Strategies

Abstract

The purpose of this study is to find out the factors which enhance awareness level among general Muslim public in Sammanthurai Division. To achieve this objective, three hypotheses are taken to investigate the relationship between awareness other awareness factors such as knowledge, marketing strategies, and religious perspective. Hypothesis predicting a positive relationship between awareness level and awareness factors (Knowledge, religious perspective, and marketing strategies). correlation and regression analysis were used to measure the relationship between variables. In this study it is calculated that all three factors which Knowledge, religious perspective, and marketing strategies are crucial to enhance awareness level among general Muslim public. Furthermore, Quantitative method is used. Primary data was collected through series of questions in 200 sets of questionnaire that had been distributed among general Muslim public in . And 160 were adequately respondent and considered for analysis, this formed 80% response rate. The correlation, coefficient, and regression analysis were used as method of analysis.

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Published

2021-06-30

How to Cite

Nairoos, M. H. M., & Jahan, S. N. (2021). THE ROLE OF KNOWLEDGE MARKETING STRATEGIES AND RELIGIOUS PERSPECTIVE TOWARDS TAKĀFUL AWARENESS: A STUDY BASED ON SAMMANTHURAI DIVISION IN SRI LANKA. International Journal of Research -GRANTHAALAYAH, 9(6), 125–136. https://doi.org/10.29121/granthaalayah.v9.i6.2021.3944