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Pazarlama Etiği Hakkında Tüketici Algısına İlişkin Bir Değerlendirme

Yıl 2021, Cilt: 2 Sayı: 1, 25 - 46, 30.04.2021

Nneka Chioma Emennaa Burçin Kaplan

Öz

Bu çalışma, tüketici demografik özelliklerinin ve pazarlama karmasının tüketicinin pazarlama etiği algısı üzerindeki etkisini incelemeyi amaçlamaktadır. Çalışmada inceleme, demografik özelliklerin ve pazarlama karmasının tüketicilerin pazarlamada etik ile ilişkisini nasıl etkilediğini analiz etmek için yapılandırılmıştır. Aynı zamanda potansiyel riskleri belirlemeye ve suistimallere yol açan olayların varlığını ortaya çıkarmaya odaklanmıştır. Tüketicilerin demografik özelliklerinin, kültürünün ve duygularının pazarlama etiği algılarındaki etkisini belirler. Araştırma, tüketicilerin örgütsel etik olmayan pazarlama faaliyetlerine tepkilerini belirlemeye çalışmaktadır. Bu çalışma, yaş, cinsiyet, gelir gibi demografik özelliklerin ve diğer demografik değişkenlerin fiyat, ürün, promosyon ve dağıtımı içeren pazarlama karmasının tüketici algısına etkisi üzerine yapılan ampirik çalışmaları, pazarlama etiğine ilişkin tüketici algısını incelemiş, ve son olarak cinsiyet, milliyet ve yaş gibi demografik özelliklerin tüketicinin pazarlama etiği algısı ile önemli bir ilişkisi olduğu görülmüştür.

Anahtar Kelimeler

Ethics Marketing Consumer Perception Culture Product

Kaynakça

  • Akdogan, S.M ., Coban, S and Ozturk, R (2015). Ethical perception of social marketing campaign: An empirical study on Turkish consumers. European scientific journal, 8(25): pp 146-161.
  • Arto, L and Taru, L (2016). Investigating the link between socio-demographic factor and the acceptance of unethical behavior: A survey in Finland. National Journal of behavior, 65(3-4); pp 4-18.
  • Calabrese, A., Costa, R., & Rosati, F. (2016). Gender differences in customer expectations and perceptions of corporate social responsibility. Journal of Cleaner Production, 116, 135-149.
  • Caner, D and Banu, D (2014). An overview and analysis of marketing ethics. International journal of academic research in business and social sciences, 4(11); pp 151-159.
  • Eagle, L (2012). Social marketing ethics. Report prepared for the national social marketing centre, National Social Marketing Centre.
  • Eagle, L. (2009). Social marketing ethics. NSMC. Retreived from http://www. nsmcentre. org. uk/component/remository/NSMC-Publications/Social-Marketing-Ethics.
  • Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95, 491-501.
  • Hunt, S.D and Vitell, S.J (2006). The general theory of marketing ethics: A revision and three questions. Journal of macromarketing, 26(2); pp 143-153.
  • Kickpatrick, J (2010). Ethical theory in marketing. Marketing education and challenges, 70; pp 50-53.
  • Kim, J. S., Song, H. J., & Lee, C. K. (2016). Effects of corporate social responsibility and internal marketing on organizational commitment and turnover intentions. International Journal of Hospitality Management, 55, 25-32.
  • Kumar, P and Mokhtar, S.S.M (2016). Ethical marketing practices viewed through consumer spectacles. Market Trziste, 26(1): pp 29-45.
  • Laczniak, G.R (2012). Ethics of marketing. SAGE publication, 2012; pp 308-322.
  • Ladhari, R (2015). Effect of gender on perception of the ethical appropriateness of negotiating tactics. Journal of international business education, 15(4): pp 7-18.
  • Lee, J.Y and Jin, C.H (2019). The role of ethical marketing issues in consumer-brand relationship. Sustainability, 11(6536); pp 1-21.
  • Limbu, Y.B ., Wolf, M and Lunsford, D.L (2011). Consumers’ perception of online etics and its effects on satisfaction and loyalty. Journal of research in interactive marketing, 5(1); pp 71-89.
  • Murphy, P.E ., Lacznaik, G.R and Wood, G (2007). An ethical basis for relationship marketing: A virtue ethics perspective. European journal of marketing, 41(1-2); pp 37-57.
  • Nantel, J and Weeks, W.A (1996). Marketing ethics: Is there more to it than the utilitarian approach. European journal of marketing, 30(5); pp 9-19.
  • Nill, A., & Schibrowsky, J. A. (2007). Research on marketing ethics: A systematic review of the literature. Journal of Macromarketing, 27(3), 256-273.
  • Oswald, R.P ., Kesavan, R and Bernacchi, M (2006). Is trust a cardinal value? Journal of marketing research, 5(1); pp 1-23.
  • Parihar, B.B.S (2014). Consumer’s perception and willingness towards business ethics. ELK Asia pacific journal of marketing and retail management, 5(3); pp 1-14. 21. Rajan, P.S.K (2016). Marketing ethics. International journal of management and applied sciences, 2(11); pp 194-197.
  • Rajiah, K and Venaktaranan, R (2019). The effect of demographic and social factors on the decision making of community pharmacist in ethical dilemmas. Journal of research in pahramcy practice, 8(3); pp 174-177.
  • Robert, G.D and Antione, G (2011). Do female consumers have higher ethical perceptions of marketing? Global journal of business research, 5(1); pp 85-100.
  • Siham, B (2013). Marketing mix – An area of unethical practices. British journal of marketing studies, 4(1); pp 20-28.
  • Vermillion, L.J. Lasser, W.M and Winsor, R.D (2002). The Hunt-Vitell general theory of marketing ethics: Can it enhance our understanding of principal –Agent relationships in channels of distribution? Journal of business ethics , 41(1): pp 267-285.
  • Vikash, V and Kumar, V (2017). A study on consumer perception towards online shopping. Journal of business and management, 19(8:1); pp 32-33.
  • Walsh, G and Mitchell, V.W (2014). Demographic characteristics of consumers who find it difficult to decide. Marketing intelligence and planning, 20 (3); pp 281-296.

A Review On The Consumer Perception About Marketing Ethics

Yıl 2021, Cilt: 2 Sayı: 1, 25 - 46, 30.04.2021

Nneka Chioma Emennaa Burçin Kaplan

Öz

This study aims to explore the impact of consumer demographic characteristics and marketing mix on the consumer perception of marketing ethics. In this study, the review is structured to analyze how demographic characteristics and marketing mix affect how consumers relate to ethics in marketing. It also focuses on identifying the potential risks and uncovers the existence of events that lead to misconduct; determine the influence of consumers' demographic characteristics, culture, and sentiments in their perception of marketing ethics. The study tries to determine consumers' reactions to organizational unethical marketing activities. The study reviewed empirical studies that were conducted on the effect of demographic characteristics like age, gender, income, and other demographic variables and consumer perception of the marketing mix which includes price, product, promotion, and place on consumer perception of the marketing ethics, and finally, the study showed that demographic characteristics like gender, nationality, and age have a significant relationship with consumer perception of marketing ethics.

Anahtar Kelimeler

Etik Pazarlama Tüketici Algı Kültür

Kaynakça

  • Akdogan, S.M ., Coban, S and Ozturk, R (2015). Ethical perception of social marketing campaign: An empirical study on Turkish consumers. European scientific journal, 8(25): pp 146-161.
  • Arto, L and Taru, L (2016). Investigating the link between socio-demographic factor and the acceptance of unethical behavior: A survey in Finland. National Journal of behavior, 65(3-4); pp 4-18.
  • Calabrese, A., Costa, R., & Rosati, F. (2016). Gender differences in customer expectations and perceptions of corporate social responsibility. Journal of Cleaner Production, 116, 135-149.
  • Caner, D and Banu, D (2014). An overview and analysis of marketing ethics. International journal of academic research in business and social sciences, 4(11); pp 151-159.
  • Eagle, L (2012). Social marketing ethics. Report prepared for the national social marketing centre, National Social Marketing Centre.
  • Eagle, L. (2009). Social marketing ethics. NSMC. Retreived from http://www. nsmcentre. org. uk/component/remository/NSMC-Publications/Social-Marketing-Ethics.
  • Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95, 491-501.
  • Hunt, S.D and Vitell, S.J (2006). The general theory of marketing ethics: A revision and three questions. Journal of macromarketing, 26(2); pp 143-153.
  • Kickpatrick, J (2010). Ethical theory in marketing. Marketing education and challenges, 70; pp 50-53.
  • Kim, J. S., Song, H. J., & Lee, C. K. (2016). Effects of corporate social responsibility and internal marketing on organizational commitment and turnover intentions. International Journal of Hospitality Management, 55, 25-32.
  • Kumar, P and Mokhtar, S.S.M (2016). Ethical marketing practices viewed through consumer spectacles. Market Trziste, 26(1): pp 29-45.
  • Laczniak, G.R (2012). Ethics of marketing. SAGE publication, 2012; pp 308-322.
  • Ladhari, R (2015). Effect of gender on perception of the ethical appropriateness of negotiating tactics. Journal of international business education, 15(4): pp 7-18.
  • Lee, J.Y and Jin, C.H (2019). The role of ethical marketing issues in consumer-brand relationship. Sustainability, 11(6536); pp 1-21.
  • Limbu, Y.B ., Wolf, M and Lunsford, D.L (2011). Consumers’ perception of online etics and its effects on satisfaction and loyalty. Journal of research in interactive marketing, 5(1); pp 71-89.
  • Murphy, P.E ., Lacznaik, G.R and Wood, G (2007). An ethical basis for relationship marketing: A virtue ethics perspective. European journal of marketing, 41(1-2); pp 37-57.
  • Nantel, J and Weeks, W.A (1996). Marketing ethics: Is there more to it than the utilitarian approach. European journal of marketing, 30(5); pp 9-19.
  • Nill, A., & Schibrowsky, J. A. (2007). Research on marketing ethics: A systematic review of the literature. Journal of Macromarketing, 27(3), 256-273.
  • Oswald, R.P ., Kesavan, R and Bernacchi, M (2006). Is trust a cardinal value? Journal of marketing research, 5(1); pp 1-23.
  • Parihar, B.B.S (2014). Consumer’s perception and willingness towards business ethics. ELK Asia pacific journal of marketing and retail management, 5(3); pp 1-14. 21. Rajan, P.S.K (2016). Marketing ethics. International journal of management and applied sciences, 2(11); pp 194-197.
  • Rajiah, K and Venaktaranan, R (2019). The effect of demographic and social factors on the decision making of community pharmacist in ethical dilemmas. Journal of research in pahramcy practice, 8(3); pp 174-177.
  • Robert, G.D and Antione, G (2011). Do female consumers have higher ethical perceptions of marketing? Global journal of business research, 5(1); pp 85-100.
  • Siham, B (2013). Marketing mix – An area of unethical practices. British journal of marketing studies, 4(1); pp 20-28.
  • Vermillion, L.J. Lasser, W.M and Winsor, R.D (2002). The Hunt-Vitell general theory of marketing ethics: Can it enhance our understanding of principal –Agent relationships in channels of distribution? Journal of business ethics , 41(1): pp 267-285.
  • Vikash, V and Kumar, V (2017). A study on consumer perception towards online shopping. Journal of business and management, 19(8:1); pp 32-33.
  • Walsh, G and Mitchell, V.W (2014). Demographic characteristics of consumers who find it difficult to decide. Marketing intelligence and planning, 20 (3); pp 281-296.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Kültürel çalışmalar, Etik
Bölüm Makaleler
Yazarlar

Nneka Chioma Emennaa 0000-0003-3065-7786

Burçin Kaplan 0000-0003-4967-8405

Yayımlanma Tarihi 30 Nisan 2021
Kabul Tarihi 28 Şubat 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 2 Sayı: 1

Kaynak Göster

APA Emennaa, N. C., & Kaplan, B. (2021). A Review On The Consumer Perception About Marketing Ethics. Malatya Turgut Özal Üniversitesi İşletme Ve Yönetim Bilimleri Dergisi, 2(1), 25-46.
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