Muhammad Kashif, P.M.P. Fernando, Umair Altaf and John Walsh
Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to…
Abstract
Purpose
Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making it beneficial to the masses. The Western world is thoroughly investigated based on the opinions of public regarding marketing as a discipline. However, studies which present a non-Western consumer’s attitudes toward the role of marketing in a society are scant. This purpose of this study is to encapsulate Pakistani consumers’ understandings and attitudes toward marketing with an emphasis on their perceptions of the ethicality and transformative power of the discipline.
Design/methodology/approach
A purposive convenience sample of 40 professionals with diverse non-marketing backgrounds and of the widest possible demographic profile participated in in-depth, unstructured interviews. The content analysis and grounded theory method were used for the analysis.
Findings
Marketing is appreciated for creating product awareness and, occasionally, combating social problems, but this positive image is clouded by severely criticizing it for promoting materialism, being irritatingly pervasive and pushy, as well as for using unethical and unfair practices.
Practical implications
The study offers a valuable insight into the discipline’s performative and social legitimation in a fast-growing Asian economy. The authors recommend paths for a positive repositioning of the discipline that will improve its public image and enhance its potential for being recognized as a force for positive social change.
Originality/value
Further to enhancing our understanding of consumer attitudes toward marketing, this paper’s value lies in it being the first ever exploration of the developing country perspective. Most importantly, it contributes to a debate that could enlighten the much-needed repositioning of marketing as a discipline to make it useful for masses.
Details
Keywords
Muhammad Kashif, Zainudin Awang, John Walsh and Umair Altaf
The studies which connect international marketing emotions with perceived service quality are scarce. The purpose of this paper is to fill this knowledge gap and take into account…
Abstract
Purpose
The studies which connect international marketing emotions with perceived service quality are scarce. The purpose of this paper is to fill this knowledge gap and take into account the consumers’ perceived animosity, religiosity, and ethnocentrism to connect these with perceived service quality and purchase intentions of US-based fast food brand chains currently operating in Pakistan.
Design/methodology/approach
The authors collected data by means of a self-administered questionnaire, distributed among 500 consumers, randomly selected, patronized the four US fast food brands, namely, McDonalds, KFC, Pizza Hut, and Subway in the city of Lahore in Pakistan. The data are analyzed by employing Structural equation modeling (SEM) based on AMOS 21.0 software.
Findings
Results of this study reveal that religiosity and ethnocentrism among Pakistani fast food consumers are low and do not influence the decision to purchase fast food brands. However, consumer emotions influence service quality perceptions – ultimately leading to purchase intentions.
Originality/value
The study generally adds to marketing and specifically to international food service marketing knowledge by eliciting the role of religiosity, animosity, and ethnocentrism to delineate service quality and purchase intentions. Furthermore, the external validity of PAKSERV scale and the context of Pakistan – a collectivist Muslim country are also the unique products of this study.