Business Commons^™

Parallel Session: The Impact Of Industry Type, Business Age And Size On Proactive And Responsive Customer Orientation (Market Strategy), Corrinne Lee, Norbani Che Ha

International Conference on Marketing

This study investigates on proactive customer orientation and responsive customer orientation among business units operating in the technology, information, communication and entertainment (TICE) industry of Malaysia. The impact of the demographic factors of these business units on proactive and responsive customer orientation is examined. The results revealed that the business unit size has statistically significant impact on the variables of interest. The difference in t he business unit size based number of employees has an influence on both the proactive and responsive constructs. In contrast, the difference in the business unit size based on the amount of annual sales turnover …

Parallel Session: A Study Of Buyers' And Sellers' Perception Of Organic Foods In Pakistan: Towards A More Effective Marketing Mix (Green Field Marketing), Sara Khan

International Conference on Marketing

Issues of food safety, nutritional value as well as environmental and ecological damage as a result of agricultural abuse have acquired global significance. Many people are looking for equitable, less cruel and sustainable answers to these problems. Organic foods / products are one such solution to people's food and agricultural needs. Looking at the viewpoints of both consumers (including prospective consumers) and producers, this research undertakes to study the marketing mix of the organic foods / products market in Pakistan and explores marketing solutions to enhance its development (research objective). Using qualitative interviews and thematic analysis, respondents' answers are coded …

Parallel Session: Trends On Green Consumer Behaviors (Gcb): A Viewpoint From Developed And Developing Countries, Siti Aisyah Asrul

International Conference on Marketing

Green consumers are those who purchase and consume green products and the one who persevere the environment with being green. The effort of these green consumers is with regards to their awareness of how the environment has been savagely polluted and they are working hard to reduce the pollution by saving the environment. They play their role as one of the living mechanism with purchasing and consuming eco-friendly products and even influence their family and peers to be part of it. Green behaviour has been well-developed by the consumers all around the continents, be it from developing country or developed …

Parallel Session: Traces Of Company Strategy For Bottom Of Income Pyramid In Pakistan - A Probing Analysis, Mohammad Ekhlaque Ahmed, Marium Mateen Khan, Mohammad Taha Kalam

International Conference on Marketing

This is an exploratory research making an attempt to probe the awareness of the “Bottom of the Pyramid (BoP)” concept among selected renowned companies in Pakistan. The research focused on what contributions have been made by the selected companies so far and how the marketing strategies for BoP are structurally shaping up in the Pakistani context. A qualitative research methodology has been employed. The data was collected through interviews from senior professionals from different industries, engaged actively in marketing assignments. Industries include Fast Moving Consumer Goods, Banking, Beverage and Telecommunication which contribute sizeable business and their market scope covers both …

Parallel Session: Customer’S Attitude Towards Ramadan Advertising, Farheen Khalid, Muhammad Sufyan Ramish, Junaid Ansari, Dr. Tariq Jalees

International Conference on Marketing

Ramadan is the only religious festival in which marketing & advertising activities are carried for whole month. This provides opportunities & challenges to the marketers along with controversies. This paper will not address the controversies but will measure the effect of Ramadan advertisements on consumer attitude. Three hundred and ninety one (391) students of different universities in Karachi participated in this study. The questionnaire adopted for this study had established reliabilities and validates which were re-ascertained for the present set of data. All the five constructs used in this study had five items all based on seven point Likert scale. …

Parallel Session: What Constitutes The Bottom Of Pyramid Market For Innovation?, Fasiha Subhan, Amira Khattak

International Conference on Marketing

The BOP is a concept of dividing the world into an economic pyramid by keeping the privileged on the top and unprivileged poor at the bottom. Businesses need to adopt innovative ways of doing businesses in a market consisting of billions of underprivileged poor consumers. However, the main question is, does this huge segment have the capability of becoming profitable for companies? This research analyzes the viewpoints of various theorists and organizations about the agreed income level of a typical BOP and in doing so attempts to arrive at an ideal definition of the BOP market for businesses. Further, the …

Parallel Session: Moving Towards Sustainable Consumption: A Study Of Reduce, Reuse And Recycle (3rs) Adoption Among Malaysians, Regina Yan Ginny, Yusniza Kamarulzaman

International Conference on Marketing

Over the last decade, rapid globalization, industrial development, economic growth and technological advancement has resulted in population growth and unprecedented changes to the social and cultural lifestyle in Malaysia. One of the dramatic increase was witnessed in the consumption of goods and services due to the rising household income and progressive consumption-oriented lifestyles. On one hand, it helps to stimulate economic activities, but on the other hand, it poses threat to the diversity and stability of the natural environment in various ways. Hence, the key purpose of this study is to identify the factors that affects Reduce, Reuse and Recycle …

Parallel Sessions (Brand Management): Brand Personality Of Pakistan: Comparison Of Perception – Local Versus Foreign, Manzoor Khalidi

International Conference on Marketing

This paper involves a comparative examination of the country brand personality of Pakistan as perceived by the Pakistanis and that perceived by Non-Pakistanis. The objective is to understand: one, whether there exists a divergence between our self-perception and that of NonPakistanis; two, to understand the difference in perception with reference to the 13 subdimensions of country brand personality noted below; three, to ponder about the possible reasons for the divergence. The scale for measuring country personality was developed by combing four scales that had been developed and used in earlier research publications on brand personality. The scale was based on …

Parallel Sessions (Marketing Paradigm): A Social Marketing Framework For The Development Of Public Awareness Programs - Pakistan’S Perspective, Sarfraz Ali Kiyani

International Conference on Marketing

Marketing has become the key factor in deciding the success and failure of not only the enterprises but also social causes. The impact of such marketing tactic is eventually determined in the behavior of the target group. This paper is designed to discuss the development of public awareness programs to mitigate risks regarding floods and other natural hazards. Such mitigation can be done by two ways i.e. Structural and Non-structural. Undertaking a good plan covers the steps one should take before, during or after a hazard that will not only minimize risks but also lessen the injuries and Protect people‟s …

Parallel Sessions (Marketing Paradigm): Contemporary Legal And Ethical Issues In Marketing In The Pharmaceutical Industry In Pakistan, Mahreen Nazar, Azad Ahmed

International Conference on Marketing

This research paper attempts to explore the contemporary legal and ethical issues prevailing in marketing practices in the pharmaceutical industry in Pakistan. The main focus of this paper is to enumerate legal and ethical issues influence the marketing strategy in pharmaceutical industry and what are different ways for pharmaceutical companies to address those issues effectively. Primary research is the main tool for this research which includes interviews of the practitioners of the industry.In addition to primary research we will also do some secondary research which includes research papers, journals and articles. This research paper would reveal the legal and ethical …

Parallel Sessions (Consumer Behavior & Culture): The Impact Corporate Social Responsibility On Customer Loyalty: Mediating Role Of Customer Satisfaction, Tahir Islam, Muhammad Imtiaz Haider

International Conference on Marketing

This research examines how corporate social responsibility (CSR) affects customer satisfaction and its outcomes customer loyalty. This study develops and tests conceptual framework, which predicts that customer satisfaction partially mediates the relationship between CSR and customer loyalty. This research also takes important steps of understanding the mediation analysis. Convenience sampling was used. All hypothesized variables were supported by empirical study, correlation and regression analysis were used in this regard. Low CSR, actually reduces customer satisfaction levels and, through the lowered satisfaction, harms customer loyalty and customer trust.

Parallel Sessions (Marketing Paradigm): Services Marketing And Crm – Perceptions Of Academicians And Practitioners Based On Common Activities, Salma Rahman, Sarwar Azhar

International Conference on Marketing

Services marketing and CRM have generated a lot of interest within practicing managers as well as academicians. This paper aims to determine the commonalities in the two paradigms from the viewpoint of academicians as well as practitioners as previous studies indicated a gap regarding the importance being given to CRM as a new paradigm on one hand and its unsuccessful implementation status on the other hand. In order to achieve the above mentioned objectives, research was carried out in two phases. In phase one systematic review of eight Services Marketing and 9 CRM research papers was carried out in order …

Parallel Sessions (Marketing Paradigm): Entrepreneurship Plus: The Impact Of Spiritual Orientation On Market Orientation And Marketing Capabilities, Muhammad Shahid Qureshi

International Conference on Marketing

This paper suggests that Islamic entrepreneurship or entrepreneurship plus is driven by spiritual orientation and manifests itself in the form of Islamic values and practices leading to a different form of output measure called Hayat Tayyiba (A clean and pure life). The frame work posited in this paper argues that the spiritual orientation is instrumental in transforming the utilitarian, resource grabbing and a fiercely competitive mindset in to a mindset that seeks the pleasure the Almighty, has a belief in more from less (Barakat) and that of cooperation and service. Based on original Islamic literature and contemporary management literature, the …

Parallel Sessions (Consumer Behavior & Culture): Online Shopping Behavior In Pakistan, Arsalan S. Khan, Faisal Ahmed, Hassan Yousuf, Sohaib Ul Hassan, Syed Abbas Zia

International Conference on Marketing

The purpose of this paper is to study the consumer behavior of online shoppers in Pakistan in order to gain insights into their attitudes, preferences, decision-making frame work, and life styles. The target population for this study consisted of the urban consumers who are educated and belong to upper and upper-middle socio-economic classes. Within online shopping, two major categories could be established, namely “Electronics” and “Clothing”. As per our analysis, the experience expected from both the medium is different. For purchasing a commodity offline, the customer would rate the overall shopping experience higher as opposed to convenience. Now we had …

Parallel Sessions (Advertising): Tv Ads Impact On Consumer Purchase Intention, Ahmed Nabeel Siddiqui

International Conference on Marketing

The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association, content credibility of product shown in TV advertisements, effective advertisement repetition and …

Parallel Sessions (Brand Management): Customers’ Evaluation Of Brand Extension: An Empirical Study Of Skin Care Products, Amber Thanwarani, Adil Virani, Munir Thanwarani

International Conference on Marketing

Brand extension can dilute the single mindedness and can create confusions in the mind of customers but on the other hand, its success can result in more profits and trustworthiness. Sometimes it is difficult for companies to decide whether to introduce a sub-brand or not. As business is a game of risk, companies try to play it well. At times their decision worth millions of dollars and at times it results in negative cash flows. Different companies have launched number of skin care products under the Parent brand with an aim to capture the larger market share but some of …

Parallel Sessions (Brand Management): Marketing Strategies To Raise Global Economy And Reduce Poverty Through Tourism Development In The Third World Countries- A Case Study Of Sindh, Munir Moosa Sadruddin

International Conference on Marketing

Tourism industry serves as a ray of hope for many developing countries. It is a source of sociocultural exchange, which not only boosts economy, but also improves the living standard of poor people. The research paper attempts to suggest strategies to reduce poverty in the developing countries through adaptation of pro- poor tourism techniques (Wood, 2005; Jamieson et al., 2004; Jamieson, 2003; Ashley et al., 2001). These techniques can also be used to restore the livelihood of people affected by natural calamities. Case study methodology has been used for this particular research. Single case study of Sindh has been taken …

Title: Parallel Sessions (Brand Management): The Challenge Of Creating And Sustaining Consumer Durables’ Brands In The Bop Segment, Nayyara Rahman

International Conference on Marketing

This research was conducted to identify and discuss challenges in creating and sustaining consumer-durables’ (CD) brands for BOP segments. The study encompassed global and local brands, and included existing branding practices for their product offerings. Digressing slightly from the conventional approach, this study focused on female rather than male buyers in the BOP urban segment. The purpose behind this was to highlight the hidden dependence on female primary-skilled workers as a source of domestic income. This dependence and the role it plays in household purchases is often overlooked; often assumed to be immaterial, and often taken to be directed at …

Parallel Sessions (Consumer Behavior): Impact Of Packaging Elements Of Packaged Milk On Consumer Buying Behaviour, Muhammad Amir Adam, Kamran Ali

International Conference on Marketing

This research paper examines the impact of packaging elements on consumer buying behaviour. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product (Rundh, Linking Packaging to Marketing: how packaging is influencing the marketing strategy, 2013). Therefore it is important for firms, marketers and packaging designers to know how packaging influences consumers’ purchase decision. In …

Parallel Sessions (Consumer Behavior): The Pakistani Consumer: Dumb Or Dumber?, Owais Hassan Shaikh

International Conference on Marketing

The Competition Commission of Pakistan (CCP) has adopted the notion of ordinary consumer for assessing confusion or deception in ‘deceptive marketing practices’ cases under Section 10 of the Competition Act, 2010i . In its first order in this area, the CCP defined ordinary consumer as a person who is ‘the usual, common or foreseeable user or buyer of the product’ (CCPa, p. 30) and differs from the ‘ordinary prudent man’ under contract law. According to the CCP, this conceptualisation of the Pakistani consumer was important for achieving the goal of implementing the Competition Act 2010 in its letter and spirit, …

Parallel Sessions (Advertising): Growth Of Business Schools On Social Media: A Comparative Analysis With Focus On Iba Karachi A Case Study, Erum Hafeez

International Conference on Marketing

When the Institute of Business Administration Karachi established a presence on various social media platforms in 2009, its audience and followers grew dramatically. Face book, Twitter, YouTube and LinkedIn all proved to be useful tools to disseminate information for its target audience including prospective and current students, faculty, staff, alumni, parents and industry. By 2012, however, social media activity became somewhat stagnant, as it was observed that content on various interfaces, although informative, lacked engagement and interaction with the audience. After several months of close monitoring, a number of issues were identified; for example, content only consisted of program and …

Parallel Sessions (Consumer Behavior): A Structural Approach On Compulsive Buying Behaviour, Tariq Jalees, Ume Amen, Qurat -Ul-Ain Kazmi

International Conference on Marketing

he aim of this paper is to measure the effect of materialism, interpersonal influence and compulsive buying behavior through a conceptual framework based on the Theory of Reasoned Action (TRA). The questionnaire was administrated by the appointed enumerators in the selected malls of Karachi. The enumerators visited these malls during different hours and days of the week. The valid sample size for this study is 300 comprising of all age groups. Mall intercept method which is a kind of convenience sampling was used for collecting data. The instrument used for collecting data for this study comprised of four constructs which …

Branding For Tourism: Case Of Nepal, Tek Nath Dhakal

International Conference on Marketing

This paper examines the sector-wise tourist arrivals and their contributions in Nepal. It also explores the major challenges for augmenting the tourism development in Nepal. For the purpose of study, both primary and secondary information has been generated. Secondary information will be generated from the publication of the Nepal Tourism Board, Nepal Rastra Bank, Central Bureau of Statistics, Ministry of Finance and the tourism associations. Interviews have been taken with the governmental executives working with Ministry of Tourism and Civil Aviation, Nepal Tourism Board, tourist business entrepreneurs and the tourists for generating primary information.

Branding In Bottom Of Pyramid (Bop): Case Of Grameen Bank (Gb), Mohammed Solaiman

International Conference on Marketing

The paper identifies that market development at the BOP will create millions of new entrepreneurs at the grass roots level – from women working as distributors and entrepreneurs to village-level micro enterprises. These micro enterprises will be an integral part of the market-based ecosystem. Thus, in the line of BOP model, the Grameen Bank creates opportunities for self employment for rural poor people in general and women in particular. As such, for creating entrepreneurs as well as consumers the framework is “low income plus credit facilities will be more investment and it will generate more income, more savings, more investments …

Keynote: The Identity Of Fashion Brands, Klaus Heine

International Conference on Marketing

Interest has been growing in the brand identity concept, because it offers a systematic approach for developing symbolic benefits, which are becoming more and more essential for brand differentiation. Although they are a distinctive feature of luxury brands and often even exceed their functional benefits, there still exists no comprehensive identity concept designed specifically for luxury brands.

Dependent on human identity, brands are also ascribed as having an identity. The brand identity comprises all brand associations that are intended by the company and corresponds with the intra-company self-perception of a brand, which determines precisely how the brand should appear to …

Parallel Session: Effects Of Bollywood Blockbusters On Crime Scene In Pakistani Society, Erum Hafeez Aslam

International Conference on Marketing

This study aims at examining the increasing popularity of Bollywood films in Pakistani market and its dynamic effects on various segments of Pakistani society such as criminals and victims. It primarily analyzes the contribution of Bollywood blockbusters to the demography of violent criminals and silent victims in real crime scene of the country across the four decades (i.e. 1970s, 80s, 90s & 2000s). It is arbitrarily assumed that violence is often projected on silver screen as a quick and easy remedy to social injustice and class discrimination in the blockbusters of Bollywood and Lollywood.

Parallel Session: Home-Based Female Entrepreneurs In Pakistan: An Exploratory Case Study, Faryal Salman, Amber Gul Rashid

International Conference on Marketing

Pakistani female entrepreneurs have received increasing attention in recent years as part of various initiatives. However, home-based female entrepreneurs still seem to be relegated to the background and have not received sufficient attention in academia or industry. In order to ensure that these female entrepreneurs are not only understood but also facilitated (if possible), it is crucial to understand how they function. These entrepreneurs are very often one of the key – yet unfortunately seldom acknowledged - enablers of economic activity. Given Pakistan‟s economic issues, these unsung heroines need to be nurtured. It is hoped that this case-based paper will …

Parallel Session: A Study Of Pre-Purchase Determinants Of Brand Avoidance: Moderating Role Of Familiarity With Country-Of Origin, Muhammad Asif Khan, Cécile Bozzo, Haroon Ur Rashid Khan

International Conference on Marketing

The purpose of this paper is to provide an overview of the concept of pre-purchase brand avoidance, by identifying the factors motivating this phenomenon. In addition this paper aims to provide the negative effect of familiarity with country-of-origin. The paper finds that the concept does exist in developing countries as well, and for all categories of brands, undesired self congruence is the key determinant for pre-purchase brand avoidance.

Parallel Session: Consumers' Need For Uniqueness, Attitude And Ethical Behaviour Towards Counterfeit Products In Pakistan, Faryal Salman, Farishtae Minwalla

International Conference on Marketing

A major motivation for this study is to measure consumer buying behaviour and attitude towards counterfeit products in Pakistan. The author asserts that the stimulus for using counterfeit products is consumer‟s unconventional attitude towards these fake products and the reason for not using may be consumer‟s avoidance of similarity. Another minor objective of this study is to measure the ethical behaviour of consumers in lieu of using counterfeits.

Parallel Session: Building Pakistan’S Country Of Origin Image Through The Corporate Image: Exploring Optimal Corporate Brands For The Image Transfer, Ishrat Hussain

International Conference on Marketing

Pakistan is facing a multi-dimensional attack on its country image. While it is imperative to triumph over negative factors causing Pakistan’s bad country image, it is also necessary to explore additional images to strengthen favorable associations with Pakistan and support a distinguishing image. Such image will be beneficial for increasing tourism, foreign investment, exports of goods/services and generating favorable condition for achievement of economic and other strategic objectives in the world. Corporate image is one such image. But what are the optimal corporate brands for image transfer to build Pakistan’s country of origin (CoO) image overseas? This research aims to …