Open AccessStudying Customer Attitudes towards Advertising in Pakistan
Author(s) -
Sheikh Aftab Ahmad,
Khalid Jamil,
Muhammad Ali
Publication year - 2017
Publication title -
information management and business review
Language(s) - English
Resource type - Journals
ISSN - 2220-3796
DOI - 10.22610/imbr.v9i5.1961
Subject(s) - cronbach's alpha , advertising , generality , affect (linguistics) , descriptive statistics , psychology , test (biology) , sample (material) , variance (accounting) , marketing , regression analysis , scale (ratio) , business , computer science , paleontology , statistics , chemistry , physics , mathematics , accounting , communication , chromatography , quantum mechanics , machine learning , psychotherapist , biology , service (business)
The purpose of the paper is to examine the customer attitudes towards advertising in Pakistan. In this study researcher examine the different dimensions of attitudes towards advertising economics beliefs, social beliefs, regulation beliefs, and personal usefulness and ethical beliefs. Data for the study collected from the customers in twin cities of Pakistan. Final analysis performed on 116 valid responses. Cronbach’s Alpha was used to check the reliability of the scale. Correlation and regression analysis were used to test the hypothesis and check the variance. The findings of the descriptive analysis show that customer’s regulation and ethics beliefs towards advertising are not better and Economic beliefs, Social beliefs and Personal usefulness about advertising are better. The current policies of advertisers are not according to customer’s regulation beliefs and ethics beliefs. The data was collected just from students and used a small sample of 116 respondents however it may affect to generality. The study provides significant practical implications for the marketing managers as well as advertisers to adjust their advertising plans or policies in Pakistan with respect to the different dimensionality of consumer’s attitudes toward advertising.