BBMB staff perceptions towards marketing practices, consumerism, government regulations and marketing effectiveness

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Date
1997-10
Authors
Husain, Ahmad Budiman
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Abstract
The objective of this research was to examine consumers' perception towards market practices, consumerism, government regulation and marketing effectiveness. The respondents were the staff of Bank Burniputra Malaysia Berhad who filled in and returned the questionnaires, giving a response rate of 32.72 percent The hypothesis tested in this research was; demographic and job-related variables are expected to explain variations in perceptions towards the following: a) :tvfarketing Practices 1. Philosophy ofBusiness 11. Product Quality m. Advertising IV. Other Marketing Activities b) Consumer Involvement 1. Consumer Responsibilities 11. Consumerism c) Government Involvement 1. Government Regulations 11. Price and Price Control ' d) Marketing Effectiveness Using appropriate test procedures, the follo~ing results were obtained: 1. In comparison with younger respondents, older persons were found to have significantly higher perceptions towards the philosophy of business. product quality, other marketing activities, and consumer responsibilities. 2. Manied respondents were found to have significantly higher perceptions towards other marketing activities but lower perception BB:MB marketing effectiveness than the single respondents. 3. Job designation was found to be significantly related to perceptions towards product quality, advertising and price and price control. In particular, the executive staff had a higher mean perception towards price and price control than the clerical staff. 4. Experienced respondents were found to differ significantly from the less experienced ones with regards to philosophy of business, product quality, advertising, other marketing activities, consumer responsibilities, consumerism, government regulations, price and price control and BBMB marketing effectiveness. In addition, basic statistical resultS showed that the respondents had poor perception of product quality. The results also showed that a large number of respondents felt that the government should take more measures to ensure that businesses take greater interest of consumer in their market practices. The fmdings repmted should be interpreted against the background of a major limitation- the sample comprised bankers alone. Future research might seek to broaden the sample to include other occupational groups to ascertain differences in perceptions across diff~rent occupations .
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Marketing
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