Attitudes towards marketing practices, consumerism and government regulations: A study of managers and consumers in an industializing country

Abstract

It has been pointed out that managers constitute a very distinct group because of their dual roles in national marketing systems. As consumers, they are either beneficiaries or victims of the system, but, as decision makers, they play a major role in the design and functioning of the marketing system. Against this backdrop, this study examines the similarities and differences in the attitudes of managers and consumers towards marketing practices, consumerism and government regulation, in an industrializing country, India. A survey of the two groups revealed a high level of skepticism regarding the operating philosophy of business, discontent with marketing practices, and support for consumerism movement in both groups. Compared to the consumers, the managers as a group were found to be less favorably disposed towards price controls and greater government regulation of marketing practices. © 1992 by The Haworth Press, Inc. All rights reserved.