BBMB staff perceptions towards marketing practices, consumerism, government regulations and marketing effectiveness
Loading...
Date
1997-10
Authors
Husain, Ahmad Budiman
Journal Title
Journal ISSN
Volume Title
Publisher
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 .
Description
Keywords
Marketing