Applying the TTM Model to Optimize the Marketing of Krishna Consciousness in Europe
Applying the TTM Model to Optimize the Marketing of Krishna Consciousness in Europe

Author(s): Krisztina Bence-Kiss
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: TTM model; Marketing; Krishna consciousness; Religion
Summary/Abstract: Previous studies (Bence-Kiss, 2021) have shown that the Transtheoretical Model of Behavior Change (TTM) may be applied to analyze the process of involving people in Krishna Consciousness in Europe. The model has shown that the visitors of communities devoted to Krishna Consciousness on the continent belong to one of the four stages of the model, contemplation, preparation, action, and maintenance. The initial stage, precontemplation is missing, since the study was carried out on individuals already interested in the life of the community. This study aims to find out how these findings may be applied to plan marketing activities more consciously and to reach consumer groups on the different stages of behavior change efficiently. The research has found that there is a significant relationship between the stages of change and the means of gathering information, which supports the development of a new and more efficient communication strategy, matching consumer needs.

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