A Review On The Consumer Perception About Marketing Ethics

Authors : Nneka Chioma EMENNAA, Burçin KAPLAN

Pages : 25-46

View : 17 | Download : 6

Publication Date : 2021-04-30

Article Type : Review Paper

Abstract :This study aims to explore the impact of consumer demographic characteristics and marketing mix on the consumer perception of marketing ethics. In this study, the review is structured to analyze how demographic characteristics and marketing mix affect how consumers relate to ethics in marketing. It also focuses on identifying the potential risks and uncovers the existence of events that lead to misconduct; determine the influence of consumers' demographic characteristics, culture, and sentiments in their perception of marketing ethics. The study tries to determine consumers' reactions to organizational unethical marketing activities. The study reviewed empirical studies that were conducted on the effect of demographic characteristics like age, gender, income, and other demographic variables and consumer perception of the marketing mix which includes price, product, promotion, and place on consumer perception of the marketing ethics, and finally, the study showed that demographic characteristics like gender, nationality, and age have a significant relationship with consumer perception of marketing ethics.
Keywords : Etik, Pazarlama, Tüketici, Algı, Kültür