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1
INTRODUCTION
Background
Ethics are the set of values that shape the decisions and
create organization. Keen ethics in marketing this shown
the applying
of principles
intentionally,
that offenses
behavior,
organization.
Ethics
that
place
were
into
branch
of
practice
in
philosophy,
an
which
good
ethical
which
worth.
Marketing
questions,
raised
though
and
the
Ethics
addresses
misunderstandings
important
or
marketing
the
direct
challenges,
as
ethical
annoyed
to
unethical
behavior.
This
research
was
file
of
the
topics,
which
were
given
to
the
of
the
selling.
delineated
the
consumer
privileges
Marketing
areas,
scholars
which
were
product
could
related
safety
help
for
within
the
the
business
follower,
investor,
many
years.
In
are
confronted
with
ethical
decision
making,
business
leaders
such
as
managers.
Marketers
are
reached
targeted
audience
and
to
gain
trust
from
marketing
ethics
were
not
limited,
to
the
the
life,
and
the
most
importantly,
structure
of
and
if
they
can
give
to
those
perceptions
or
Problem Identification
the
and
importance
consumers
of
ethics,
as
well
in
the
do
not
field
of
to
know
consumers
perception,
about
the
Problem Statement
This
study
towards
tries
their
to
identify
ethical
rights,
the
consumers
and
the
awareness,
organizations
Research Question
their
customers
with
reference
to
the
In
business,
Honesty
critical importance.
he/she
can
rely,
and
truth
in
information
is
of
on
the
information
provided
by
the
relationship. In
promotion,
honesty
can
help
consumers,
that
what
are
their
ethical
rights,
culture,
their
as
well
ethical
and
aware
different
responsibilities,
Organization
regarding
their
organization
in
creation
of
consumers
awareness
To
evaluate
the
level
of
organizations
regarding
To
evaluate
the
role
of
ethics
in
promotional
activities in Pakistan.
focusing
on
the
employees,
&
customer
of
various
advertising,agencies,Interflow,JWT,Ericson,M.comm,advertisi
ng,Midsa,Add flow, Add, group, orient, media, channel 7,
having age group ranging from 20 years to onwards.
Limitations
During the study several limitations were observed, by the
researcher. In this survey the time is too short, which may
leads
to
the
questionnaire.
respondent
The
sample
bias,
size
was
while
small
filling
and
only
the
few
taken,
into
account.
And
that
research
cant
be
Theoretical Framework
Independent Variables
Dependent Variable
Organizational
responsibility
towards consumers
Consumer awareness
towards their ethical
rights
Promotional
activities
Hypothesis
H0:
Organizations
significant
responsibility
impact
on
creation
towards
of
consumers
consumers
has
awareness
impact
on
creation
of
consumers
awareness
H0:
Rights
has
significant
impact
on
promotional
impact
on
promotional
H2:
Rights
has
no
significant
CHAPTER
NO. 2
LITERATURE REVIEW
which
narrate
the
marketing.
The
Marketing
ethics came under age of the 1990s , This was the important
attention that was loyal to this topic (gilberts, 2000).
In the last decade the academic and the business press was
not
longer
extraordinary
to
observe,
those
published
also
empirical
which
the
part
work
tended
of
deals
to
be
thoughtful
with
the
that
essays
.This
decision-making
undersized,
of
the
premature
process,
speculative
the
focal
spot,
completion of the
on
this
.This
were
all
about
the
relative
difficulty
need
in
of
normative
creating
the
articles,
reflected
non-controversially,
the
ultimate
that
decisions,
truth
in
reviews
could
and
be
also
promotion,
of
those
the
consequence
knew
about
and
fair
decisions
the
from
product
dealing,
were
the
as
in
the
unethical
safety,
the
pricing.
The
ethical
or
ethical
theories
had
the
correct
based
ethics
issues,
which
multiple
communities,
proposals
came
11
up
from
could
and
the
be
occurred
where
as
different
cross
the
wise
in
theoretical
philosophical
that
ethical
awareness,
during
theory
the
that
1990s,
expected
was
virtue
considerable
ethics.
This
variables
were
using
that
theory
for
selling,
the
that
came
form
the
starting
point
of
human
condition
appropriate
that
to
an
guiding
ethical
the
framework
choices
of
similarly
the
the
persons,
study
and
put
up
with
the
ethical
standards,
of
the
looked
marketing
at
how
ethics
ethics
focused
were
in
applied.
the
In
region
of
this
study
two
most
were
for
the
spending
of
outmoded,
or
risky
hereditarily adapted
ethical
observational
responsibilities
research,
that
of
any
defending
marketers
stakeholders
in
from
public.
frameworks,
even
and
though
codes
which
there
were
deals
a
with
accessible
ethics
of
procedure,
and
Marketers
practice,
for
responsibility,
marketing
had
to
researchers.
defend
stakeholders,
the
conflicts,
and
challenges
responsibility, presented to be
ethical
were
to
be
advertising
from
the
group
which
of
which
of
were
with
the
highest
degree
treatment
of
the
targeted
public.
The
advertising
had
exact
providing
interest,
for
the
advantage
trademarks
and
and
to
maintain
products.
And
consumers
this
had
literatures
differentiating,
approaches,
and
of
between
this
the
normative
marketing
both
of
approaches.
ethics
the
were
descriptive
far
as
the
was
the
right
one
and
wrong.
Normative
marketing
there
were
significant
quantities
of
descriptive
Ethical
questions
arises
here,
because
the
sales
holded
to
purchased
extra,
than
their
wants
and
on
the
source
of
ethical
values,
such
as
more
or
less
had
diverse
need
and
wants,
and
place,
when
ones
private
value
clash
with
the
organization.
On the other hand the other case of the clash of concern is
a possible outcome. The most commonly clash arised with the
organizations
seeks
private
occurs,
achieve,
when
from
an
organizer
fake
in
the
advertising.
company
The
vital
issues
were
in
front
of
the
marketing
categories.
Those
Standards
for
the
ethical
company
cultured,
and
in
the
course
of
company
17
CHAPTER NO. 3
METHOD
Sample
The sample size selection was random with an aim to achieve
the most satisfactory results. The human characteristics
were evenly balanced to reflect the fair result produced by
the
study.
The
design
of
the
questionnaire
allowed
the
and
customers
of
different
companies
in
Islamabad.
published
reliable
(flipo,
express
stiff
communication:
research
2003)
ethics
critics).
Science,
to
A
make
and
it
marketing
history
pseudoscience,
convenient
of
and
and
academics
facilitated
ant
science).
is
five-point
Likert
scale.
It
was
involved
in
promotional
activities.
People
provided
and
means
ranged
of
from
five-point
strongly
Likert
agree
scale.
to
strongly
Their
responses
disagree.
The
the
importance
of
ethics
in
the
marketing
and
Procedure
Upon acquisition of data from the various organizations,
the analysis was carried out in the statistical package for
social
sciences
program
(SPSS).
The
feedback
of
the
software
helped
to
analyze
different
statistical
was
used
19
to
analyze
the
variables
and
their
CHAPTER NO. 4
RESULT AND DISCUSSION
Descriptive statistics
Std.
Mean
Deviation
Customer_Awareness_reagrding 2.4710
0.40283
155
Org_Res
Pro_activi
155
155
2.6086
2.5729
0.55166
0.59743
20
Correlations
Pearso
n
Correl
ation
Sig.
(1tailed
)
N
Customer_Awa
reness_reagr
ding
1.000
Org_Res
Pro_a
ctivi
0.505
0.341
Org_Res
Pro_activi
Customer_Awareness_
reagrding
0.505
0.341
.
1.000
0.549
0.000
0.549
1.000
0.000
Org_Res
Pro_activi
Customer_Awareness_
reagrding
0.000
0.000
155
.
0.000
155
0.000
.
155
Org_Res
Pro_activi
155
155
155
155
155
155
Customer_Awareness_
reagrding
is
awareness
positive
regarding
relation
their
between
ethical
the
customer
rights
and
relationship
their
ethical
between
rights
customer
and
awareness
promotional
21
Model Summary(b)
Adjuste
dR
Model
R
R Square
Square
Std. Error of the Estimate
1
.505(a)
0.255
0.251
0.34874
a. Predictors: (Constant), Org_Responsibility
b. Dependent Variable: customer awareness regarding their
ethical rights.
The
standard
error
of
estimate
regression
line
active
by
22
ANOVA(b)
Sum of
Mean
Model
Squares
df
Square
F
Sig.
1
Regression
6.382
1
6.382 52.473 .000(a)
Residual
18.608
153
0.122
Total
24.990
154
a. Predictors: (Constant), Org_Responisibilty.
b. Dependent Variable: customer awareness regarding their
ethical rights
The critical value alpha is generally set at 0.5 the value
coming under sig column , it indicates .000 which is less
then the critical value. Which implies that the effects are
found
to
be
significant
.this
simply
implies
that
23
the
Coefficients(a)
Model
1
Unstandardized
Coefficients
Std.
B
Error
(Constant)
Org_Res
1.508
0.136
0.369
0.051
Standardized
Coefficients
Beta
0.505
Correlations
T
Sig.
11.107
0.000
7.244
0.000
Part
Std.
Error
0.505
0.505
0.505
shows
the
moderate
positive
24
relationship
between
Residuals Statistics(a)
Minimum
1.9389
-0.93888
-2.614
-2.692
Predicted Value
Residual
Std. Predicted Value
Std. Residual
Maximum
Mean
2.4710
0.00000
0.000
0.000
3.1074
1.03734
3.126
2.975
Std.
Deviation
0.20357
0.34761
1.000
0.997
N
155
155
155
155
The
regarding
table
the
shows
predicted
the
residual
value,
standard
statistic
predicted
25
Charts
FIGURE 4.1
The
Figure
4.1
reveals
the
standard
deviation
of
the
customers,
Promotional
activities,
and
Customer
the
promotional
activities
enable
and
aware
the
The
Figure
4.2
reveals
that
this
is
the
commulative
probabilty graph,most of
the
proves
residual
line
which
that
the
hypothesis
i.e
27
FIGURE 4.3
The figure
towards
Organizational
customers,
Promotional
responsibilities
activities,
and
between
-2,and
+2
,so
the
standard
deviation
is
28
CHAPTER NO. 5
CONCLUSION AND RECOMMENDATIONS
CONCLUSION
This research has successfully led towards comprehensive
analysis
of
consumers
the
role
awareness
of
organization
regarding
their
in
creation
ethical
of
rights
in
promotional activities.
On
the
other
hand
organizations
are
also
It
is
also
noted
that
the
Promotional
Activities
in
directly
Pakistan.
related
This
with
the
deduction
Promotional
shows
that
Activities
the
in
Promotional
regarding
Activities
their
Ethical
depict
Ethical
Rights.
If
the
Awareness,
the
29
The
Organizations
that
the
Responsibility
Promotional
towards
Activities
Customers
show
Pakistan
are
in
The
organizations
customers
have
which
greater
are
responsible
understanding
towards
of
the
their
Ethical
as
the
customer
is
very
sensitive
to
various
abruptly
towards
particular
input
shown
in
the
are
well
aware
of
their
ethical
rights
and
customers
creation
of
rights.
30
ethically,
consumer
and
awareness
playing
their
regarding
their
role
in
ethical
RELIABILITY
****** Method 1 (space saver) will be used for this analysis ******
_
R E L I A B I L I T Y
A N A L Y S I S
S C A L E
Reliability Coefficients
N of Cases =
Alpha =
31
.8350
155.0
N of Items = 21
(A L P H A)
References
perceived,
importance
of
ethics
in
marketing
situation.
Akaah,
Ismhmael
P.
Singhapakdi,
(2008.
Antecedencts
and
Practices
Ethical
Act
,Comments
Issues
in
on
Pastin
Business,
and
Thomas
32
Review
of
the
literature
and
exploration
of
Journal of Macro
Jean-Paul,(2009).Marketing
ethics
in
competitive
tendering procedures.
33
Learning in
34
QUESTIONNAIRE
1.
agree
agree
Advertising
surprises.
Strongly agree
35
Female
neutral
disagree
Strongly disagree
Strongly agree
3.
Strongly agree
2.
agree
neutral
contains
neutral
disagree
a
lot
of
disagree
Strongly disagree
excitement
and
Strongly disagree
4.
Most of the time advertising contains funny
characters and is enjoyable.
Strongly agree
agree
5.
Advertising
consumers.
Strongly agree
agree
neutral
disagree
promotes
neutral
undesirable
Strongly disagree
values
disagree
of
Strongly disagree
6.
Most of the advertising distorts the values of
consumers.
Strongly agree
agree
neutral
disagree
Strongly disagree
7.
Some products/services promoted in advertising are
bad for consumers.
Strongly agree
agree
neutral
disagree
Strongly disagree
8.
Advertising persuades consumers to buy things that
they should not buy.
Strongly agree
agree
neutral
disagree
Strongly disagree
9.
Advertising insults the intelligence of the average
consumers.
Strongly agree
agree
neutral
disagree
Strongly disagree
10.
Advertising tends to make people live in a world of
fantasy.
Strongly agree
agree
neutral
disagree
Strongly disagree
agree
12.Advertising makes
just to show off.
36
neutral
people
disagree
buy
unaffordable
Strongly disagree
products
Strongly agree
agree
neutral
disagree
Strongly disagree
agree
neutral
disagree
Strongly disagree
agree
neutral
disagree
Strongly disagree
agree
neutral
disagree
Strongly disagree
agree
18.The non
exception.
Strongly agree
ethical
agree
neutral
practices
neutral
disagree
of
marketing
disagree
Strongly disagree
remain
the
Strongly disagree
agree
neutral
disagree
Strongly disagree
37
Strongly agree
agree
neutral
disagree
Strongly disagree
38
agree
neutral
disagree
Strongly disagree