This paper analyses, for the first time, consumer preferences for religion within the British Isles. We examine the characteristics of the leading denominations on a cross-sectional basis for 1994 in relation to their membership. It is found that significant factors determining religious membership include the geographical location and period of foundation, specialized regional and ethnic indicators, attributes of ministers, whether 'established' or 'disestablished' and supply-side factors. These findings have repercussions on the future marketing of religion in an increasingly secular and multi-cultural society, together with the debate on the future of the established, or state, churches.
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