Dataset: Consumer Knowledge, Non-Functional Cues, & Consumer Purchase Decision Towards Islamic Financial Services (N = 415)

Published: 09-07-2021| Version 1 | DOI: 10.17632/3tmf9ppbvy.1


The data have been collected from the customers of five full-fledged Islamic banks, providing Islamic financial services in Pakistan. The measurement constructs of this dataset (N=415) were non-functional cues, consumers’ purchase decisions, and consumer knowledge. This dataset was categorized into four parts. The first part was formulated to measure the influence of non-functional cues that were based on the following four constructs: • Country of origin • Brand name • Advertising • Price The second part was framed to measure the consumer purchase decision process towards Islamic financial services, and the third part was formulated to assess consumer knowledge towards Islamic financial services that was constructed on the following three constructs: • Objective Knowledge • Subjective Knowledge • Familiarity The last part was added to collect the demographics of customers. By applying the Likert Scale, the respondents were indicated the extent to which statements were agreeable on a scale from 1= strongly disagree to 5= strongly agree.