CHAPTER NO .

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

or moral values, and wrongs, for marketing resolution, and

creating

behavior,

organization.

Ethics

that

place

were

into

branch

of

practice

in

philosophy,

an

which

addresses questions about honesty, that all will be about

concepts that were good or bad, right and wrong, fairness,
and

good

ethical
which

worth.

Marketing

questions,

raised

though

and
the

Ethics

addresses

misunderstandings
important

or

marketing

the

direct

challenges,
as

ethical

activity (Murphy, 2002).

Marketing ethics was some like a field which could be seen
as on the way under the area, of so that the ethical issues
were frequently near to linked, with the official ones and
also the procedure of public policy, got with the marketers
that

annoyed

to

unethical

behavior.

This

research

was

required to cross the point between ethical and societal

questions. This was the major assessment, of the marketing
effort to society.

The criticism and problems they recognized, and then they

gave

file

of

the

topics,

which

were

given

to

the

marketing ethics, that were the values of the marketing

structure,
personal

of

the

selling.

delineated

the

consumer

privileges

Marketing

areas,

scholars

which

were

product
could

related

safety

help

for

within

the

business and society ground (Ferrel, 2005).

Ethics was an area of interest which was among researchers,
within

the

business

follower,

investor,

many

years.

In

these marketing researchers, that have been studied ethics

to describe, and explained, to the predicted behavior. So
the ethics were distinctions between the right, and wrong.
Businesses

are

confronted

with

ethical

decision

making,

every day and whether employees decided to used ethics as a

guiding force, when conducting business that was something,
that

business

leaders

such

as

managers.

Marketers

are

ethically responsible for the marketed image, and also the

image that a product portrayed. So the marketers had to
understand, that what good ethics were, and how to practice
those good ethics in different marketing campaigns, and had
to

reached

targeted

audience

and

to

gain

trust

from

customers (Smith, 1999).

Fundamentally

marketing

ethics

were

not

limited,

to

the

ground of marketing only this had control over the fields

of

the

life,

and

the

most

importantly,

structure

of

socially leading identities for people, and the influencing

the people, is the morally important perceptions of other
people,

and

if

they

can

give

to

those

perceptions

or

interactions, going seriously wrong those activities had

2

behave on basic ethical questions (Paul, 2009).

Problem Identification

The previous research studies are conducted to find out the

role of organization, in creation of consumers awareness,
regarding their ethical rights, in promotional activities
but its role in Pakistani context is ignored. In Pakistan,
ethical marketing is a very new endeavor, as most of the
companies/organizations,
comprehend,

the

and

importance

consumers
of

ethics,

as

well

in

the

do

not

field

of

marketing. On one hand the consumers are unaware, of their

ethical rights, and on the other hand companies do not know
their ethical responsibilities. This research thesis is an
attempt,

to

know

consumers

perception,

about

the

promotional activities as (are they affected or not).

Problem Statement

This

study

towards

tries

their

to

identify

ethical

rights,

the

consumers

and

the

responsibilities, towards their customers.

awareness,

organizations

Research Question

what is the level of consumer awareness of their

ethical rights in product consumption?

Are the organizations fulfilling the responsibility

towards

their

customers

with

reference

to

the

ethical business practices?

Rationale of the study

In

business,

Honesty

critical importance.
he/she

can

rely,

and

truth

in

information

is

of

The customer needs to be sure that

on

the

information

provided

by

the

company, if there is any chance of having a good clientbusiness

relationship. In

promotion,

honesty

can

help

negate, bad publicity. Instead of falsely denying claims

against it, a business can patch up its image by changing
whats wrong and letting its customers, know about these
positive changes. There has been no general issue, but this
study will try to make an opinion ,that how an Organization
can improve their promotional activities, with adding up
with the ethics the major Benefit of this research, is to
aware

consumers,

that

what

are

their

ethical

rights,

towards the Promotion of different products according to

their
about

culture,
their

as

well

ethical

and

aware

different

responsibilities,

Organization

regarding

their

customers and also the promoters should be aware of the

ethical issues towards marketing Of promotional activities.
4

Objective of the study

The key objective of this research is to recognize the role
of

organization

in

creation

of

consumers

awareness

regarding their ethical rights in promotional activities.

The brief objectives of this study are penned as below:

To evaluate the level of consumer awareness regarding

their ethical rights.

To

evaluate

the

level

of

organizations

regarding

responsibility towards customers.

To

evaluate

the

role

of

ethics

in

promotional

activities in Pakistan.

Scope of the study

This study is associated with the role of organization, in
creation of consumers awareness regarding their ethical
rights, in promotional activities. So this research paper
is

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

companies are targeted in Islamabad. The respondents were

reluctant, to give honest and open feed back where their
manager can feel offended. Religious aspect has also not
been

taken,

into

account.

And

that

research

cant

be

generalized on the whole country, as different respondents

from other parts of country may respond on a different
manner.

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

regarding their ethical rights.

H1: Organizations responsibility towards consumers has no

significant

impact

on

creation

of

consumers

awareness

regarding their ethical rights.

H0:

Rights

has

significant

impact

on

promotional

impact

on

promotional

activities of the organization.

H2:

Rights

has

no

significant

activities of the organization.

CHAPTER

NO. 2

LITERATURE REVIEW

Marketing ethics were some what that practices the ethics

which deals with, ethical values that were at the back of
the systems, and the rules of the marketing. The various
areas of the marketing ethics, that promote promotion cover
with media ethics. So the Marketing ethics were the ethical
principles,

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

articles, which were examined by the academic details, and

experimental results, from the topic. This field then moved
from the earlier thought as on oxymoron stage, to one of
academic power. So that association occurred on the excess
of the fairly short period of time. Previously articles on
the ethical issues in a marketing showed up, in the 1960s
and

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

foundation. So in this Research the belief of the marketing

ethics decided, to be sustained in the 1970s that is with
another work on this subject (Lyon, 2002).
9

In the time of 1980s a most important research was devoted

to the exploratory of ethics in marketing (Laczniak, 1993).
Experiment on the state of the marketing ethics research at
the time when it was completely lift up characterized, as
that they having a broader of treatment greater educational
visibility, and the expanding theoretical, and empirical
foundation. These are the reviews which were came under to
had same captured the rank of the marketing ethics, that
were

the

focal

spot,

completion of the

on

this

.This

were

all

about

the

research, and the practices in marketing

in surplus of the last decade.

The

relative

difficulty

need

in

of

normative

creating

the

articles,

reflected

non-controversially,

the

ultimate

ethical valuation, of marketing decisions and practices so

for the both of these was consistently significant. This
was Consider to be the considerable, physical, and fiscal
spoil

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

unethical, in the result by individuals, that inflated by

the decision, and the public policy makers, that may be
improved informed by echo theories, Of normative marketing
ethics (Cahill, 2005).
The positive developments in marketing ethics, in recent
years contained appreciation, of the variation between the
both of the normative/descriptive and analytical work, in
this position. This ethics concerned with formulating the
10

vital ethical values, that where the descriptive ethics,

concerned with the logical studies, of ethics by communal
scientists, with usual and business press treatments, of
marketing issues. And By this it includes with the purpose
of the works, which look at the vital ethical marketing,
concepts and the values that were the marketers that should
be aware about being ethical. For this it would be classify
a number of this hard work as normative. The variation
between these both empirical and theoretical were a normal
definition of ethics study and one of which had lead to be
important argument in exacting of the pages of Business
Ethics periodically which will not be the openly examined
here (Singhapakdi,2008).
Normative

ethical

theories

had

the

correct

based

ethics

that have been restricted from some of the debates in the

earlier years; where as huge theoretical paradigms appeared
in the 1990s. A model of marketing ethics that based upon
the job and it claims that the adopting the more gentle
scope reading for this marketing was an opportunity that
had to be an ethical, organizer in organization (Thompson,
1995)
When in this field the stakeholders came into a discussion,
that to resolved the ordinary dilemmas that were more in
positive outcomes that were apparent. The majority recently
integrative social contracts, theory that had planned as
the giving that of logical structure for resolving that
ethical

issues,

which

multiple

communities,

proposals

came

11

up

from

could
and
the

be

occurred

where

as

different

cross

the

wise

in

theoretical

philosophical

that

they had broadened the normative base for marketing ethics.

Normative

ethical

awareness,

during

theory
the

that

1990s,

expected

was

virtue

considerable
ethics.

This

elaborated on the applicability of good value .marketing

mix

variables

were

using

that

theory

for

selling,

the

formula in that developed countries .Their they Projected a

structure, to put together good value ethics into marketing
theory, and established its applicability in case study
(Kirk, 2001).
Focus on the While difficult to operationally, the focus on
the good value that were showed, a theory that notify the
marketing in view of the fact that personal decision were
significant, in making appropriate ethical decisions. There
can be an vital call for to change, the priority and also
to accept those services that supported the wealth, over
the worldwide interests and as to strengthened the primary
values,

that

came

form

the

starting

point

of

human

civilization, that every one over the planet concerned and

had high vision for everyone, and also for the natural
environment, patience and harmony, and even the search of
peace. The world agreement was welcomed as peoples paper
on

condition

appropriate

that
to

an

guiding

ethical
the

framework
choices

of

similarly
the

the

persons,

companies and states.

Marketing the area which regularly viewed as fundamentally,
unethical but this was the fact that governed by rule, and
values of behavior just like any other field. People who
actively work in the marketing field, were projected to
12

study

and

put

up

with

the

ethical

standards,

of

the

industry, and academics concerned in the study of marketing

also

looked

marketing

at

how

ethics

ethics

focused

were
in

applied.

the

In

region

of

this

study

two

most

important concerns, that one was from political philosophy,

and the other one was from business dealings practice. The
view from the political side, it was argued that ethics in
marketing was growing the profit, for the depositors and
where as it argued that market was responsible for all of
the consumers. Here The ethical concern of the targeting
sections

were

for

the

spending

of

outmoded,

or

risky

products, and also for that services, which were seeing

through the basis of labor statement, regarding reasonable
treatment, and reasonable pay to all of the employees and
see-through about the environmental risks, of the ethical
issues that related to product ,or service, which being
clear regarding the ingredients that were being used, in
the products or service, and they use

hereditarily adapted

organisms ,at ease source coded in the case of software

appropriate category, which

the ethics of statement of the

risks in using the product, or services, health risks or in

financial risks and protection risks etc .
The

ethical

observational

responsibilities
research,

that

of

any

defending

marketers

stakeholders

in
from

the ethical research agreemented. This research was for a

marketing purpose, which wants to be seen to hold to exact
ethical practice, due to the direct border which had with
the

public.

frameworks,

even
and

though

codes

which

there

were

deals

a
with

accessible
ethics

of

research which had a new technology. That makes gaps in

13

procedure,

and

Marketers

practice,

for

responsibility,

marketing

had

to

researchers.

defend

stakeholders,

exaggerated by their actions, that were recognized but the

most of the service employees were uncovered stakeholders,
who were frequently ignored by ethical guidelines. ethics
in marketing research in relative to retail observational
research,

the

conflicts,

and

challenges

responsibility, presented to be

ethical

continue, in the extended

run as well as efficient and effective may be ensured.

In general the most unkind accuses regarding this lack of
ethics

were

to

be

advertising

from

the

group

which

of

marketing communication techniques and

this was the one

which

of

were

with

the

highest

degree

treatment

of

consumers awarded. This was used by organization, to send

messages with the use of moving some answers of perceptual
in

the

targeted

public.

The

advertising

had

exact

functions, it informs the public inspiration, in primary

demand, that had persuades consumers, next to creation of a
selective demand, and it creates comparisons, with the goal
of

providing

interest,

for

the

advantage

trademarks

and

and

to

maintain

products.

And

consumers
this

had

series of characteristics that present certain specificity

and make known controversies about the ethics.
The

literatures

differentiating,
approaches,

and

of
between

this
the

normative

marketing
both

of

approaches.

ethics
the

were

descriptive

far

as

the

Descriptive approaches takes various attempts that which to

clarify the all ethical decision makings, and the empirical
studies of the ethical attitudes, and behaviors of unlike
14

populations .Normative approaches make out proper values,

and the methods that offer reason for the judgments, that
what

was

the

right

one

and

wrong.

Normative

marketing

ethics concerned with the prescribed, what managers should

had to perform and when they faced with the ethical issue.
So The Reviews of the marketing ethics literature explain
that

there

were

significant

quantities

of

descriptive

contributions but far-off less normative contributions.

The

Ethical

questions

arises

here,

because

the

sales

presentation was the most usual system, by which marketing

council could evaluated performance , pressures which could
be existed in dilemmas of the ethics. where as the pressuring
vendors

holded

to

purchased

extra,

than

their

wants

and

approaching stuff, that resulted in higher commissions that

were temptations, where all of the Marketing ethics overlaps,
with the natural ethics, in respect of desecrated problems
that linked with covering of products.
On the increasing number of people they created their use
decisions

on

the

source

of

ethical

values,

such

as

environmentally friendly products, and production methods,

Ethical consumerism were growing fact that underpins the
ethical trade activities.
In the market place the Marketers should be alerted with
the ethical principles, and the acceptable behavior. So by
that, the knowledge means marketers must be famoused, with
the viewpoints of those three groups of actors, the firs
will be the company then the industry, and then society.
These
15

more

or

less

had

diverse

need

and

wants,

and

ethical clashes, that were expected to occur. The Ethical

variations between those three needs that were mentioned,
was the company, the industry, and the society, so by those
the conflict may arised. And then that ethical conflict
take

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

diseases were of one type product, which falls under that

category of ethical clash i.e. In their abandon to create a
maximum profit, and a marketer influence those, who may be
vanished from not curable disease, and should to buy a
product, that cannot a heal, but a serious one may decided
to buy an attempt to place aside that dying family member
despair.
Ethical

issues

were

in

front

of

the

marketing

professionals that were in this time falls under one of

three

categories.

Those

Standards

for

the

ethical

marketing, the guidelines in the effort of the business,

were too ended with the right thing. So they were indulging
in ethical marketing. As for the ethical marketing this
should be the reminder for all marketing decisions, and
hard work, that were important for gathering and came up
with the desires of the customers, suppliers and business
partners. So the Ethical behavior pushed up all throughout
the

company

cultured,

and

in

the

course

of

company

practices. Ethics are our belief about what is right and

16

wrong. Although these beliefs may vary from one individual

to another or one company, to another ethics and business
responsibility.

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

respondents, to participate in the research process easily.

The sample population for this study was the consumers
organizations and the promoters. The sample size for the
study was 155. The questionnaire was submitted directly to
employees

and

customers

of

different

companies

in

Islamabad.

Instrument and Measures

Primary research and secondary research was the two key
research sources for this research. Secondary research was
comprised of already published research papers, books and
magazine articles. The questionnaire was adopted from an
already

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).

The questionnaire was related from the literature: ethics

in the marketing. The instrument that was used by this
questionnaire

is

five-point

Likert

scale.

It

was

distributed among the consumers and different organizations

18

involved

in

promotional

activities.

People

provided

and

expressed their perceptions on a wide range of statements

by

means

ranged

of

from

five-point

strongly

Likert

agree

scale.

to

strongly

Their

responses

disagree.

The

questionnaire will be divided into two parts. The first

part asked participants that are about the ethics in the
product consumption. The second part of the questionnaire
is related to the issues of ethics. It asked customers
about

the

importance

of

ethics

in

the

marketing

and

promotion of different products.

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

respondents was quantitatively analyzed by assigning the

numerical values and these were specifically added to the
statistical tool for management Sciences Software (SPSS).
This

software

helped

to

analyze

different

statistical

inferences and analysis. This study was taken into account

the hypothesis testing and other statistical tools related
to research. Based upon the discussion of these statistics
a conclusion was drawn and a recommendation was proposed.
Regression

was

used

impact on each other.

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

The above table shows that customers are aware regarding

their ethical rights with the mean 2.47 and with standard
deviation of 1.40. The mean is closed choice number 2.
The above table shows that organizations are aware about
their ethical responsibilities with the mean of 2.6 and
standard deviation of 0.55.
The third variable is the promotional activities actually
are made keeping in view the ethical part.

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

The co-efficient of correlation between the dependent and

the independent variable shows the following trends.
1. There

is

awareness

positive
regarding

relation
their

between
ethical

the

customer

rights

and

organization responsibility towards their customers,

the exact value i.e. (.505) shows a weak but positive
relationship.
2. Positive
towards

relationship
their

ethical

between
rights

customer
and

awareness
promotional

activities and the exact value that is (.341) shows

weak but positive relationship.

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

drawing dependent and independent variables is 0.34.

Which shows less scattering of the data points around the
regression line? So the data is not disperse as the value is
closer to zero R square is coefficient of determination. The
value of r square is .251 which shows that the regression
line is not a perfect estimate of the variable.
Mostly R square lies between 0$1 and actually it measures
only the strength of the linear relation between variable.

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

mean .differences more then would be expected by chance.

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

It determines which of the values of independent variables

are most important for determining dependent variable are
most important for determining dependent variable as per
the results the standard cooefient (beta)come out to be
(.50).
Which

shows

the

moderate

positive

dependent and independent variables.

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

a. Dependent Variable: Customer_Awareness_reagrding

This is the observable estimate of the statistical

error.

The

regarding

table

the

shows

predicted

the

residual

value,

standard

statistic
predicted

value and the standard residual value. There is no

residual standard observed in mean.

25

Charts
FIGURE 4.1

The

Figure

4.1

reveals

the

standard

deviation

of

the

Variables that are Organizational responsibilities towards

their

customers,

Promotional

activities,

and

Customer

Awareness regarding their Ethical rights which is 0.997,

and combined mean of all variables, that is 2.86. If we
measure up to 2 sigma ,it will cover 95% of the responses
and if measured up to 3, standard deviation from combined
mean of all variables, more than 99% of the responses are
covered. It further reveals that most of the respondents up
to 95% were agreed that the organizations are responsible
and

the

promotional

activities

enable

and

aware

the

consumer regarding their ethical rights in consumption and

purchase of the products being advertise and offer for sale.
FIGURE 4.2
26

The

Figure

4.2

reveals

that

this

is

the

commulative

probabilty graph,most of

the respondants are lies near to

the

proves

residual

line

which

that

the

hypothesis

i.e

dependent variable,organization responsibilty towards their

customers, has a significant impact on independent variable
thatisconsumerawearness.

27

FIGURE 4.3

The figure
towards

4.3 reveals that are

their

Organizational

customers,

Promotional

responsibilities
activities,

and

Customer Awareness regarding their Ethical rights ,the data

lies

between

-2,and

+2

,so

the

standard

deviation

is

acceptable and the confredence interval, That is more than

the 95% and more than the 95% of respondents are agree. so
the H1 and H2 both are acceptable.

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.

Majority of customers agreed to the point that they are

aware of their ethical rights in terms during the marketing
campaigns.

On

the

other

hand

organizations

are

also

responsible towards customer rights and treat the customers

with ethical responsibility.

It

is

also

noted

that

the

Promotional

Activities

in

Pakistan are ethically correct in Islamabad reigon and the

customers are made aware of the ethical issues regarding
advertising and promotional activities.

The variable Customer Awareness of their Ethical Rights

is

directly

Pakistan.

related
This

with

the

deduction

Promotional

shows

that

Activities

the

in

Promotional

Activities in Pakistan have a direct impact on Customer

Awareness
Promotional

regarding
Activities

their

Ethical

depict

Ethical

Rights.

If

the

Awareness,

the

customers are going to be directly affected by the result.

29

The

Organizations

that

the

Responsibility

Promotional

towards

Activities

Customers

show

Pakistan

are

in

representing Responsible Organizations which are keen to

depict that their customers are important to them and they
are ethically bound to be giving them the correct inputs.

It is also realized that if Organizations in Islamabad are

more responsible towards their customers then the customers
in return become more aware of the ethical issues related
to a certain product on which the promotional ativity is
based upon.

The

organizations

customers

have

which

greater

are

responsible

understanding

towards

of

the

their

Ethical

Limits of the customers. This is very important in said

scenario

as

the

customer

is

very

sensitive

to

various

ethnic, demographic and sectarian issues and might react

very

abruptly

towards

particular

input

shown

in

the

advertisement and promotional campaign.

So from all the above discussion it is now revealed that

customers

are

well

aware

of

their

ethical

rights

and

organizations on the other hand are very responsible in

treating

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

Anusorn Singhapakdi, (2008. Antecedencts and consequences

of

perceived,

importance

of

ethics

in

marketing

situation.

Akaah,

Ismhmael

P.

Singhapakdi,

(2008.

Antecedencts

and

consequences of perceived, importance of ethics in

marketing situation.

Alpern, Kenneth D. (1988).Moral Dimensions of the Foreign

Corrupt
Hooker,in

Practices
Ethical

Act

,Comments

Issues

in

on

Pastin

Business,

and

Thomas

Donaldson and Patricia H. Werhane, ed,

Anne Tallontire, (2001). The ethical consumers and ethical

Trade.

Dr.linda Ferrel. (2005).Marketing Ethics, (Volume 3)

32

De Witte, H, (1999). Job insecurity and psychological wellbeing,

Review

of

the

literature

and

exploration

of

some unresolved issues,

Della Pike, Ethics and promotion of consumer brand.

Ethical problems and alternative, (1987).

Journal of Macro

marketing, Vol. 10 No. 1, spring, pp. 4-18

George G. Brenkert, (2008). Marketing ethics.

Jean-Paul,(2009).Marketing

ethics

in

competitive

tendering procedures.

Kirk up, (2001). The ethical responsibilities of marketers

In retail observational research.

Lyon, (2002). Globalization and Sustainable Development:

Is Ethics the Missing Link.

33

Patrick E. Murphy Professor. (2002).Marketing Ethics,at the

Millennium,

(Volume 30, Number 5).

Sally Cahill ,(2005). Relevance of Service-

Learning in

College courses,(volume 9).

Thomas ,Dun fee. (1999). Social Contracts and Marketing

Ethics, Journal of Marketing, 14-32

Thomas f gilberts,(2000).Ethics and social responsibility

in marketing, (Volume 20).

34

QUESTIONNAIRE

Role of organization in creation of consumers awareness regarding their ethical rights

in promotional activities
The study is being conducted by Haleema Wazir BBA, Iqra University Islamabad
Campus. The research is being conducted on The Impact of Job Insecurity require a high
participation rate in order for the results to be statistically meaningful. The questionnaire
is short and will require less than ten minutes of your time. I wish to assure you that any
response you make will be strictly confidential. If you have any query, you can contact at
E-mail:mohibgul@hotmail.com or cell: 92-333-5117363
Please Tick ( ) your responses using the following scale:
1.
Strongly Agree
2.
Agree
3.
Neither Agree or Disagree
4.
Disagree
5.
Strongly Disagree
1. Gender
Male
)
2. Organization Name
3. Age

1.

agree

agree

Advertising
surprises.

Strongly agree

35

Female

neutral

disagree

Strongly disagree

Sometimes I take pleasure in thinking about what I

saw or head in advertisements.

Strongly agree
3.

Some advertisements are even more enjoyable that

other media contents.

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

11.Advertising tend to make people live in a world of

fantasy.
Strongly agree

agree

12.Advertising makes
just to show off.
36

neutral

people

disagree

buy

unaffordable

Strongly disagree

products

Strongly agree

agree

neutral

disagree

Strongly disagree

13.According to the principle of the invisible hand any

marketing decision than can increase profit is god?
Strongly agree

agree

neutral

disagree

Strongly disagree

14.The concept that the customer is always right is more

an ideal than a reality.
Strongly agree
agree
neutral
disagree
Strongly disagree
15.Maximizing profit rather than satisfying the consumer
is the ultimate objective of Marketing.
Strongly agree

agree

neutral

disagree

Strongly disagree

16.As a technique marketing is neutral, but the

organization that uses it can transform it into a nonethical practice.
Strongly agree

agree

neutral

disagree

Strongly disagree

17.These are reasons behind marketing, validated by its

practice, that by their very nature is not ethical,
whatever the situation.
Strongly agree

agree

18.The non
exception.
Strongly agree

ethical

agree

neutral
practices
neutral

disagree
of

marketing
disagree

Strongly disagree
remain

the

Strongly disagree

19Competitive pressure can sometimes mean the boundary of

what is and what is not ethical.
Strongly agree

agree

neutral

disagree

Strongly disagree

20.In an economically developed world, in which marketing

creates demand the persuasive tools are increasingly.

37

Strongly agree

agree

neutral

disagree

Strongly disagree

21.The objective of marketing is high short-term profit

that can lead to unethical practices
Strongly agree

38

agree

neutral

disagree

Strongly disagree