CONSUMER ATTITUDE TOWARDS MARKETING AND CONSUMERISM

Tajwar Ali (Ph.D student)

Foundation University, New Lalazar Campus
Rawalpindi, Pakistan
tajwarali@hotmail.com

cell#: 0321-5168215
residence#: 92-051-5956880
office#: 92-051-5790361 ext: 207

Sheikh Rashid Latif

Ph.D student
Foundation University, New Lalazar Campus
Rawalpindi, Pakistan

cell#: 0304-4082123
Abstract
The purpose of this research paper is to better understand Consumer Attitude towards
Marketing and consumerism (CATMC), which relates to quality of life in a developing
country. The study measures CATMC for different purposes/functions (brand building
and directional) and for different media. Literature suggests the following factors that
contribute to consumer’s attitude are, Philosophy of business, product quality &
advertising, consumer responsibility, consumerism and government responsibilities and
other marketing activities. The sample size of this study is hundred (100) respondents
from twin cities of Rawalpindi and Islamabad. In order to carry out quantitative
measurements Likert Scale was found to serve the purpose. The findings show that the
product reputation, quality, value and country of origin are important factors that
influence consumer behavior.
Key Words: Consumer Attitudes, Philosophy of Business, Product Quality, and
Consumer Responsibility

Introduction
There was some interest during the 1950s and 1960s regarding emotional exploitation in
advertising and consumerism but, in general, the role of affect in marketing applications
did not begin to be studied until the early 1980s. This was probably because affects or
feelings are difficult to assess. This study is related to the Consumer Behavior and
Consumerism; they’re mental thinking that how they feel using that product satisfies new
product or theory. This study uses many previous researches that give us a brief idea that
how consumer behavior is affected. This paper outlines the most relevant behavioral
characteristics of consumers and examines the ways they find, compare and evaluate
product information. Comparison of the newly collected survey data with the existing
consumer behavior theory resulted in detection of a number of issues related to a specific
consumer group. The purpose of this paper is to translate these findings into a set of
implementation activities on strategic and technological level. Execution of these
recommendations will result in better conversion of visitors into customers.
Literature Review
With the diversification of the Pakistani population and marketers’ increasing need to
target minority groups, researchers have studied these minority groups and their
consumer behavior. Two variables, the level of assimilation into the major culture and
ethnic identification, were often used to individuals within these minority groups.
Whereas factors such as socioeconomic and demographic variables can be used to
characterize these minority groups, most research has paid attention to the influence of
cultural factors on minority individuals’ consumer behavior. The two variables most
often used to correlate with these minority consumers’ behavior were assimilation into
the mainstream culture (e.g., D’Rozario and Douglas 1999; Lee 1993; Ownbey and
Horridge 1997) and ethnic identification (e.g., Stayman and Deshpande 1989). These
studies found out individuals with different assimilation levels and different ethnic
identification tend to exhibit different behavior in consumption areas such as information
search behavior, shopping orientation, and food consumption habits. Second,
acculturation in many cases was taken to be equivalent to assimilation and was treated as
a unidimensional construct (D’Rozario and Douglas (1999) was a notable exception).
However, both psychological and sociological research had shown that acculturation was
a multidimensional construct (Berry, Poortinga, Segall and Dasen, 1992; Gordon, 1964;
Johnston 1963; Ward and Deuba, 1999). Consumer researchers need to consider these
multiple dimensions of acculturation, which may have different influence upon minority
consumers’ behavior. Third, how acculturating individuals manage their self-concept
during the acculturating process and how different management strategies were
reinforced and reflected in the individuals’ consumption need to be explored Berry, John
W. (1980). Consumer researchers have realized the significance of self-concept in
consumption and have argued that possessions were part of an individual has extended
self (Belk, 1988). These concepts can be applied to acculturating individuals to find out
how dynamics of the self were associated with consumer behavior. Last, but not the least,
consumer researchers should make more efforts to study how an individual’s
demographic, socioeconomic and psychological characteristics can influence his or her
acculturation process and consumption. Researchers should go beyond measuring these
variables only for testing external validity, but should also study these variables
themselves as they may have important implications on how acculturating consumers
learn and consume. Efforts should especially be made to identify variables relevant to
consumer research and to establish measures of these variables. Statistical tests can be
done to test these variables’ moderating effects and their indirect effects on consumer
behavior. Study of acculturating consumers can offer us insight into immigrants’
consumer behavior and consumer behavior in general and more comprehensive
understanding of consumers. The consumer decision-making process consists of five
sequential stages: problem recognition, information search, alternative evaluation,
purchase decision, and post-purchase evaluation. The problem recognition stage of the
consumer decision-making model focuses on the primary motivation to begin shopping
for products. Because some young adult consumers of both genders were fashion,
trendsetters and others were fashion followers, and because fashion products are designed
to appeal to utilitarian or psychological motivations, it was logical to use fashion products
for understanding how the consumer behaviors of young adults were influenced by either
needs or wants. Knowing that young adult consumers generally prefer to be either a
fashion follower or a fashion change agent helps explain why some fashion product
purchasing was motivated by want while other fashion product purchasing was motivated
by need.

Methodology
The sample size of this study was hundred (100) respondents from twin cities of
Rawalpindi and Islamabad. The sample was divided in two broad categories that were
male, female, and further divided into different age groups. The respondents were
comprised of students and business people. Self-administered, closed end questionnaires
were distributed among the respondents. The questionnaire was divided into seven parts,
which were related to philosophy of business, product quality, marketing activities,
consumer responsibility, and consumerism and government responsibilities. Using 5-
point Likert scale anchored by “Strongly Agree (1)”, “Agree (2)”, “Uncertain (3)”,
“Disagree (4)” and “Strongly Disagree (5)”, the questionnaire was distributed among
hundred and fifty respondents randomly and it took twenty-five days to get them filled.
Out of total 150 distributed questionnaires, only 100 were complete in all respects and
 were included for analysis. Before distributing, the questionnaire was explained to the
respondents so that they can understand and fill the questionnaires easily. In the
questionnaire, the respondent was asked about the usage of different consumer products.
In order to perform analysis, descriptive statistics were done and for this purpose SPSS
was used. The content of the questionnaire has been adapted from past research
( Barksdale & Darden, 1972).
Table 1
PHILOSOPHY OF BUSINESS
Level of Agreement
Strongly Strongly
Statements Agree Uncertain Disagree
Agree Disagree
1 Most manufacturer operate on the
philosophy that the consumer is always 26.2 34.0 12.6 26.2 1.0
right
2 Despite what is frequent said” let the
buyer beware” is the guiding 9.7 40.8 28.2 18.4 2.9
philosophy of most manufacturers.
3 Competition ensures that consumers
31.1 45.6 14.6 8.7 0
pay fair prices.
4 Manufacturers seldom shirk their
responsibility to the consumer. 17.5 35.9 12.6 25.2 8.7

5 Most manufacturers are more interested

in making profits than in serving
40.8 41.7 9.7 7.8 0
consumers.

6 In general, manufacturers make an

effort to design products to fit the needs
27.2 53.4 6.8 9.7 2.9
of consumers.

7 Over the past several years, the quality

26.2 28.2 7.8 35.0 2.9
of most products has not improved.

'After eliminating the uncertain responses, each statement for Table 1 through 7 was subjected to a
descriptive statistics. Most of the consumer 34 % are agree with the statement that consumer is always right
, 40.8% of the consumer are aware of the product.45.6 % of the consumer ensure that they pay fair prices,
35.9 % are “Agree” on that the manufacture shirk their responsibility to the consumers, 40.8% are strongly
“Agree” that manufactures are interested in making profit rather then services, 53. % Consumers “Agree”
that manufactures make effort to design products according the consumers need. 35% “Disagree” with
the statement that in past several year qualities of most products have not improved.
 Table 2
PRODUCT QUALITY

Level of Agreement

Strongly Strongly
Statements Agree Uncertain Disagree
Agree Disagree
8 From the consumer’s point of view, style
changes are not as important as 19.4 38.8 18.4 22.3 1.0
improvements in product quality.
9 Manufacturers do not deliberately design
products, which will wear out as quickly as 2.9 42.7 27.2 24.3 2.9
possible.
10 Manufacturers often withhold important
product improvements from the market in 23.3 48.5 11.7 15.5 1.0
order to protect their own interests.
11 The wide variety of competing products
makes intelligent buying decisions more 28.2 49.5 12.6 7.8 1.9
difficult
12 For most types of products, the differences
among competing brands are insignificant
5.8 43.7 19.4 23.3 7.8
and
Unimportant to consumers.

Table 2 shows that 39 % Agree on the point that style change is not important as compare product quality
.42% of the consumer “Agree” that manufacturers don’t deliberately design product which wear out
quickly, 48 % of consumer also “Agree” that manufacturers withhold product improvement from market in
order to protect their own interest, 49.5 % “Agree” that the consumer thinks that competing products
makes intelligent buying decisions more difficult 43.7 % “Agree” on the products difference among
competing brands which are insignificant and unimportant to consumers.

Table 3

ADVERTISING
Level of Agreement

Strongly Strongly
Statements Agree Uncertain Disagree
Agree Disagree
13 Most product advertising is believable.
24.3 28.2 13.6 33.0 1.0
14 Manufactures advertisement are reliable
sources of information about the quality 21.4 35.9 13.6 21.4 7.8
and performance of products
15 Generally advertised products are more
20.4 22.3 22.3 33.0 1.9
dependable than unadvertised ones
16 Manufacturer advertisement usually
present a true picture of the products 11.7 20.4 26.2 33.0 8.7
advertised

Table 3 shows that 33 % of the consumer “Disagree” with the statement that most product adverting is
believable, 36 % “Agree” on that manufacturer advertisement are reliable source of information about the
quality & performance of the product, according to statement # 15 & 16 consumer are 33 % “Disagree”
 that advertised the products more dependable then unadvertised ones and manufacturer usually presents the
true picture of the products.

Table 4

OTHER MARKETING ACTIVITIES

Level of Agreement

Strongly Strongly
Statements Agree Uncertain Disagree
Agree Disagree
17 Generally speaking, the products required
by the average family are easily available 21.4 58.3 6.8 10.7 2.9
at convenient places
18 In general the quality of repair and
maintenance service provided by
manufacturers and dealers is getting
9.7 43.7 15.5 28.2 2.9
better.

19 Generally, product guarantees are backed

18.4 40.8 16.5 20.4 3.9
by the manufacturers who make them
20 The games and contests that
manufacturers sponsor to encourage
12.6 34.0 25.2 26.2 1.9
people to buy their products are usually
dishonest.

Table 4 shows that Statement # 17 shows that 58.3 % consumer “Agree” that products required by the
average family are available easily in the market. 43.7 % “Agree” that maintenance service provided by
manufactures and dealers are getting better. 34 % “Agree” that consumer games and contest sponsored by
the manufacturers are dishonest.

Table 5
CONSUMER RESPONSIBILITIES

Level of Agreement

Strongly Strongly
Statements Agree Uncertain Disagree
Agree Disagree
21 The problems of consumers are less
15.5 36.9 5.8 32.0 9.7
serious now than in the past.
22 The information needed to become a
well-informed consumer is readily 14.6 48.5 9.7 27.2 0
available to most people.
23 The average consumer is willing to pay
higher prices for products that will 15.5 19.4 24.3 31.1 9.7
cause less environmental pollution.
24 The problems of the consumer are
relatively unimportant when compared
with the other 8.7 37.9 22.3 27.2 3.9
Questions and issues faced by the
average family
25 Many of the mistakes that consumers
make in buying products are the result 26.2 36.9 14.6 20.4 1.9
of their own carelessness or ignorance.
26 Consumers often try to take advantage
of manufacturers and dealers by making 5.8 28.2 30.1 32.0 3.9
claims that are not justified.
27 For most types of products, consumers
do not find it worthwhile to shop around 7.8 52.4 23.3 16.5 0
to find the best buy.
28 Concern for the environment does not
influence the product choices made by 12.6 35.9 20.4 22.3 8.7
most consumers.
Table 5 shows that 36.9% “Agree” that the consumer problems are less serious now than in the past and
48.5 % “Agree” that information needed to become a well informed consumer is readily available, 31 %
“Disagree” that the average consumers are willing to pay the high prices for product which cause less
environmental pollution.37.9 % “Agree” that consumer are relatively unimportant when compared with
other questions faced by the average family. 32% “Disagree” that consumers often take advantage from
manufacturer and dealers by making claims that are not justified. 52 % “Agree” that consumer does not
find it worthwhile to shop around to find the best buy. 35.9% of the consumers “Agree” that environment
does not influence the product choices.

Table 6
CONSUMERISM

Level of Agreement
Strongly Strongly
Statements Agree Uncertain Disagree
Agree Disagree
29 Manufacturers seem to be more sensitive to
consumer complaints now than they were in 25.2 44.7 14.6 11.7 3.9
the past.
30 When consumers have problems with
products they have Purchased, it is usually 3.9 33.0 21.4 35.9 5.8
easy to get them corrected.
31 Most business firms make a sincere effort to
13.6 44.7 15.5 23.3 2.9
adjust consumer complaints fairly.
32 From the consumer's viewpoint, the
procedures followed by most manufacturers
in handling 17.5 44.7 20.4 13.6 3.9
Complaints and settling grievances of
consumers are not satisfactory.
33 Consumerism or the consumer crusade has
not been an important factor in changing
11.7 39.8 36.9 9.7 1.9
business practices and procedures.

34 The exploitation of consumers by business

59.2 32.0 4.9 2.9 1.0
firms deserves more attention than receives

Table 6 shows that 44.7% “Agree” that manufacturers seem to be more sensitive to consumer complaint
now than they were in the past, 35.9% of the consumers are “Disagree” that consumers have problem with
products they have purchased and it is easy to get them corrected. 44.7 % of the consumers “Agree” that
business firms make a sincere effort to adjust consumer complaint fairly. 59.2 % “Strongly Agree ” that
exploitation of consumers by business firms deserve more attention than receives.
 Table 7

GOVERNMENT RESPONSIBILITIES

Level of Agreement

Strongly Strongly
Statements Agree Uncertain Disagree
Agree Disagree
35 The government should test competing
brands of products and make the results 59.2 32.0 4.9 2.9 1.0
of these tests available to consumers
36 The government should set minimum
standards of quality for all products sold 36.9 39.8 7.8 11.7 3.9
to consumers.
37 The government should exercise more
responsibility for regulating the
37.9 44.7 6.8 9.7 1.0
advertising, sales and Marketing
activities of manufacturers.

Table 7 shows that 59.2% “strongly Agree” that the government should test competing brands of products
and make the result of this test available to consumers. 39.8 % “Agree” that government should set
minimum standard of quality of all products sold to conumsers.44.7 % of the consumers “Agree” on that
government is responsible for regulating the advertising, sales and marketing activities of manufacturers.

Conclusion and Recommendations

This study shows that the product reputation, quality, value and country of origin are
important factors that influence customer’s behavior. Electronic and print media are the
major sources where customers get this information regarding local and foreign products.
Recommendations are not a long list but only a few words for executives to understand
the consumer behaviors to design a product accordingly to there want and needs.
References
Allan D. Shocker, June Cotte Department of Marketing, San Francisco State University, San Francisco, CA
94132, USA Product, person, and purpose: putting the consumer back into theories of dynamic
market behavior

Belk, Russell W. (1988), “Possessions and the Extended Self,” Journal of Consumer Research, 15
(September), 139-168.

Berry, John W. (1980), “Acculturation as Varieties of Adaptation,” in Acculturation: Theory, Models and
Some New Findings, ed. A. Padilla, Boulder, CO: Westview, 9-25.

Berry, John W., U. Kim, S. Power, M. Young, and M. Bujaki (1989), “Acculturation Attitudes in Plural
Societies,” Applied Psychology, 38, 185-206.

Berry, John W., Ype H. Poortinga, Marshall H. Segall, and Pierre R. Dasen (1992), Cross-Cultural
Psychology: Research and Application, Cambridge, UK: Cambridge University Press.

Rajendra K. Srivastava Goizueta Business School, Emory University, Atlanta, GA 30322, USA: Product,
person, and purpose putting the consumer back into theories of dynamic market behavior.

S. RATNESHWAR Department of Marketing, U-41 MK, University of Connecticut, Storrs, CT 06269,

USA