ABSTRACT
The human species is unique not just because of the innumerable strengths and skills it has in its possession but also because of a multitude of virtues and vices lying embedded in its consciousness and subconsciousness. Consumer behaviour can be assumed to be a subset of human and social behaviour at large and human behaviour includes the total process whereby the individual interacts with his environment. Therefore, just like the way taboos are woven into the day-to-day aspects of social behaviour, they also find their way into the consumption patterns and habits of people. Advertising is one of the biggest tools of promotion. Most of the marketers rely on advertising to push their products on consumers by way of promoting it through various means. Religious taboos dwell in the minds of consumers in the form of doubts, which in turn get translated into dilemmas in the minds of marketers.
