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A Review On The Consumer Perception About Marketing Ethics
(Malatya Turgut Özal Üniversitesi, 2021) Emennaa, Nneka Chioma; Kaplan, Burçin
This study aims to examine the impact of consumer demographic characteristics and marketing mix elements 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. This study also focuses on identifying unethical behaviours and uncovers the events that lead to them. In addition, it determines the influence of consumers' demographic characteristics, culture, and sentiments on the 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.