American Journal of Marketing Research Vol. 7, No. 1, 2021, pp. 1-9 http://www.aiscience.org/journal/ajmr ISSN: 2381-750X (Print); ISSN: 2381-7518 (Online) * Corresponding author E-mail address: How and Why Extrinsic Religiosity Fashions Muslim Consumer Behavior in a Multi-Faith Geography Théophile Bindeouè Nassè 1, 2, 3, * 1 Department of Marketing and Entrepreneurship, University of Business and Integrated Development Studies, Upper West, Ghana 2 Department of Initial and Continuous Training (IUFIC), Thomas Sankara University, Ouagadougou, Burkina Faso 3 Department of Management Sciences, Saint Thomas d’ Aquin University, Ouagadougou, Burkina Faso Abstract Purpose – The purpose of this paper is to investigate the relationships between extrinsic religiosity and consumer behavior in an Islamic dominant context, and the dynamics that affect Muslims’ purchasing decisions in the sector of drinks. Design/methodology/approach – The approach is a quantitative one, based on a post-positivism philosophical stance. Findings – The findings indicate that poor and low faith Muslim consumers from different Islamic affiliations do purchase and consume non- alcoholic beverages that follow halal norms only, as recommended by their religious beliefs. Nevertheless, poorly religious Muslims consumers are often into syncretic consumption mixing both halal beverages and non-halal beverages. In a word, the findings demonstrate that Muslims extrinsic religiosity is strongly related to consumer behavior in this particular geography. Research originality – This research findings serve to remind the different manufacturers in the beverage sector that they should put an emphasis on both innovation and hyper-segmentation, to meet the various expectations of consumers in such a vibrant multi-religious environment. Practical implications – There should be a strong and a rigorous segmentation of the beverage sector, by proposing various type of products that should meet the extrinsic religious consumers’ core needs and expectations within a geography where African traditional consumption ties are strongly affecting Muslim consumption behavior. Keywords Extrinsic Religiosity, Consumer Behavior, Drinks, Marketing, Africa Received: February 3, 2021 / Accepted: March 26, 2021 / Published online: April 16, 2021 @ 2020 The Authors. Published by American Institute of Science. This Open Access article is under the CC BY license. http://creativecommons.org/licenses/by/4.0/ 1. Introduction Despite the existence of a huge literature for religiosity and halal consumption [1, 2] there is not a clear knowledge of the Muslim consumer choices and purchasing decisions in the West African context. Though, a little investigation has been made in the African geography and predominantly in Burkina Faso, researchers have not specifically addressed the extrinsic religious consumers core needs of the Muslim community. Consequently, this present research purpose is to explore extrinsic religious beliefs and consumer behavior in the present geography, to understand the extrinsic consumer choices, and purchasing decisions in the different main Muslim communities of the context. Burkina Faso has 60.5% of Muslims, 23.2% of Christians, 15.3% of Animists, 0.6% of minor religions and 0.4% without a religious belief [3]. In terms of Muslim groups, it is common to find the Ahmadiyyas, the Lahilaas, the Shiites, and the Sunnis. However, the present research has not been able to record the Ahmadiyya Muslim consumers as they are not numerous in the context. Thus, the research question here is: Why are extrinsic