Abstract
The objective of this study was to find out the relationship between product awareness and purchase intentions of people. The moderating effect of religious belief was entered into the relationship to know its effect on intentions of people. Data was collected in Lahore region-Pakistan from 300 people through convenience sampling method. The 295 usable questionnaires were used. The only people aware with Takaful were asked to fill the questionnaires. Product awareness was measured in four different parts and analysis was run on each part separately. Findings showed different results in each part. Overall collective awareness showed a positive and significant relationship with Intentions. The moderating effect of beliefs showed people get to be more aware about Takaful products and their purchase intentions rapidly increase with the increase in religious beliefs. The research is limited to one city and should be expanded to other regions to get generalized results.