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

The purpose of this study is to βind out the factors which enhance Takāfulawareness level among general Muslim public in Sammanthurai Division. Toachievethisobjective,threehypothesesaretakentoinvestigatetherelationshipbetween Takāful awareness other awareness factors such as knowledge, mar-keting strategies, and religious perspective. Hypothesis predicting a positiverelationship between Takāful awareness level and awareness factors (Knowl-edge, religious perspective, and marketing strategies).Pearson correlation andregression analysis were used to measure the relationship between variables.In this study it is calculated that all three factors which Knowledge, religiousperspective, and marketing strategies are crucial to enhance Takāful awarenesslevel among general Muslim public. Furthermore, Quantitative method is used.Therefore Primary data was collected through series of questions in 200 sets ofquestionnaire that had been distributed among general Muslim public in Sam-manthurai. And 160 were adequately respondent and considered for analy-sis, this formed 80% response rate. The correlation, coefβicient, and regressionanalysis were used as method of analysis.