A COMPARATIVE INVESTIGATION OF THE GENDER DIFFERENCES IN THEIR LEVEL OF DEPRESSION, ANXIETY AND PSYCHOLOGICAL RESILIENCE AMONG WORKING MARRIED AND UNMARRIED MEN AND WOMEN

Nargis Munir, Nasir Ahmed Saima Munir

Foundation University, Islamabad Foundation University, Islamabad APCOMS, Rawalpindi

Purpose of the study: The objectives of the study were i) To find out the relationship of depression in working married and unmarried men and women ii) To find out the relationship of anxiety in working married and unmarried men and women iii) To find out the relationship of psychological resilience in working married and unmarried men and women iv) To provide a base for further research in the field of gender differences, depression, anxiety and psychological resilience
Methodology: To achieve the objectives of the study BDI (beck depression inventory),BAI(beck anxiety inventory) and psychological resilience scale were administer to the sample of 120 working people which includes 30 male married,30 male unmarried,30 female married and 30 female unmarried for data collection.
Findings: It was found that married men and women were more depressed as compared to unmarried men and women similar was the result on anxiety scale whereas on the resilience scale all the men got the higher score as compared to the women.
Research limitations: Because of scarcity of resources, the study was delimited to the following. The study was delimited i) To working men and women of Rawalpindi city ii) To depression of specific age limits and iii) To anxiety as a trait only.
Key words: gender differences, depression, anxiety and psychological resilience.

ADOPTION OF INTERNET SHOPPING BEHAVIOR IN PAKISTAN: AN EMPIRICAL INVESTIGATION

Rabia Mukhtar

International Islamic University Islamabad, Pakistan

Purpose: Explosive growth in the computer usage and the Internet technology has been a benefit to marketers. The Internet joined with Web page provides opportunities to marketers to target potential customers both in the domestic and global markets. This study was designed primarily to determine behavior of the individual for shopping online.
Design/methodology/approach: This research builds a model for analyzing antecedent factors affecting consumer's attitude towards online shopping. Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) are the theoretical foundation in this paper. The current study investigates the individual behavior for shopping online.
Findings: Using two separate theoretical foundations, the study empirically found key perceived characteristics of the web as a shopping channel. Though due to poverty and illiteracy, the growth of eBusiness is slow in Pakistan at the moment, new technologies may well facilitate the online experience.
Practical implications: Explicitly, the present study offers practitioners a research framework, aimed at guiding them as to how they could understand the customer’s online shopping behavior in developing countries and key characteristics of the web.
Keywords: Technology acceptance, perceived ease of use, perceived usefulness, product risk, Internet experience, Innovation, Internet, Shopping

AFFECTS OF INTRINSIC AND EXTRINSIC FOOD QUALITY ON CONSUMER PURCHASE DECISION: A SURVEY OF ISLAMABAD LOCAL FOOD MARKET

Saima Kanwal

International Islamic University, Islamabad, Pakistan

Purpose: The aim of this research is to identify the affects of intrinsic and extrinsic food quality on consumer purchase decision.
Design/methodology/approach: Data for this study was collected through survey of 320 respondents from the local consumers of Islamabad. Convenience sampling technique was employed to select the subjects for this study.
Findings: Almost all respondents gave more importance to taste, appearance intrinsic attributes of fruit/vegetable and they prefer to purchase same quality of fruit/vegetable which they found good in last experience. For the extrinsic quality attributes respondents prefer low priced high quality fruit/vegetable while high income class can afford higher price for good quality. Almost all respondents did not prefer the origin of food. A few gave importance to extrinsic attribute of display and cleanliness of fruit/vegetable shop.
Research implication: The researcher contributed in the literature by exploring the affects of intrinsic and extrinsic quality attribute of fruit/vegetable on consumer purchase decision of local market consumers of Islamabad (Pakistan).

An integrative framework for consumer behavior: Evidence from Pakistan Saqib Ilyas

International Islamic University Islamabad, Pakistan.

AN EMPIRICAL INVESTIGATION TO DETERMINE FACTORS OF CORPORATE AND PRODUCT BRANDING STRATEGIES IN PAKISTAN

Shabnam Naz

International Islamic University Islamabad

In today market, Macs are need to set up effective branding strategy in order to be competitive, depending upon the various factors the firm can have the different strategies but there are certain factors that affect the type of the strategy chosen but whether these factors are same for the emerging market like Pakistan. The factors that MNCs consider while going for the branding strategy are the return on assets (ROA), firm capital size, visibility in the media, this paper also explores the moderating role the corporate reputation has on its branding strategy, ROA, capital size and visibility in the media. We investigated whether brand strategy has impact on the firm’s ROA, capital size and visibility and whether this relationship is moderated by the firm’s reputation, we found that although prior firm reputation has a positive impact on the firm performance but it doesn’t significantly interact with the branding strategy. Our findings also indicate that MNCs have different strategies depending on their company structure i.e. whether companies implement a product branding strategy or corporate branding strategy however MNCs globally have some factors that are similar regardless of the structure. MNCs use the standardized strategy in developing markets and adapt to some specific local factors

ANTECEDENTS OF CUSTOMER SATISFACTION AND ITS OUTCOMES: A STUDY OF PAKISTANI SERVICE SECTOR

Imran Saeed

International Islamic University, Islamabad

ANTECEDENTS OF EMOTIONS ON ORGANIZATIONAL PERFORMANCE

Shreehan Shahid,

International Islamic University, Islamabad

The purpose of this study is to examine the impact of different hypothesized antecedents of emotions on organizational performance. The study also focuses to explore the effect of different variables on emotions relates spirituality leads to organizational performance. It is also intended that the available facilities at different companies, ministries and banks. Two hypotheses were formulated in the study. Sample of the study were 250 employees and managers including male, female. In the sample male percentage was 60% and female percentage was 40%. Managers were selected through convenience sampling from 5 companies and banks in Islamabad and Rawalpindi. An emotion relates spirituality leads to organizational performance were measured through Researchers provided assessment scale as well as self administered scale. Data were collected through a Performa filled out by the managers of the companies and banks. Analysis of data was done by applying non parametric statistics through S.P.S.S. The key conclusions based on descriptive and inferential statistical analysis indicated that there had a significant impact on emotions and spirituality on business performance. It was revealed that there was a positive correlation between emotions and spirituality on business performance. The results indicate that, emotions and spirituality have significantly impact on business performance; also it has a strong relationship.
Keywords: Positive Attitudes toward organization, negative attitudes toward organization, spirituality, organizational performance.

ATTITUDE AND PERCEPTION OF YOUTH TOWARDS SUICIDE BOMBING IN CAPITAL OF PAKISTAN

Purpose: The purpose of this research is to investigate the impact of suicide bombing on the behavior of youth in the capital of Pakistan.
Design/methodology/approach: A preliminary model was developed from the existing literature and tested with data collected from students, studying at university level in Islamabad, through questionnaire. Correlation and Regression analysis was used to find out the direct impact of suicide bombing on the behavior of youth.
Findings: The findings indicate that suicide bombing has considerable effect on the behavior of youth in terms of creativity, thinking process and frustration. Furthermore, the results also reveal that youth is frustrated due to identity check; they try avoid international food chains and feel insecure in proximity of security forces.
Research limitations/implications: The results of this research could not be generalized due to small sample size, absence of views of other stakeholders e.g. parents and teachers.
Practical implications: The key implications of this study are to gauge anxiety that adds to frustration thus changing behavior of the students.
Originality/value: The study contributes in the field of psychology and can be used by the parents, teachers, psychiatrists and psychologists to understand the problems of youth.
Keywords: Suicide bombing, behavior, anxiety, frustration, Islamabad, Pakistan

AWARENESS AND WILLINGNESS FOR BRANDED RECYCLED GOODS IN PAKISTAN

Khushbakht Khan

International Islamic University Islamabad, Pakistan

Purpose: This article proposes a conceptual framework and surveys the consumer side of the marketing equation regarding the awareness and willingness for branded recycled goods in Pakistan.
Design/methodology/approach: A conceptual model is proposed and then a sample of 283 respondents based on convenient sampling probes various areas concerning awareness and acceptance of recycled goods. The association between consumers buying intention and branding is then checked using descriptive statistics, regression and Chi-Square technique.
Findings: The results of the study are found significant stating a significant relationship between a strong brand name and buyer’s intention to purchase recycled products.
Research limitations/implications: The purchase decision cannot be effectively researched unless the green benefits of recycled goods are made evident because there is a blurred demarcation between the product attributes and green attributes among customers.
Originality/value: This paper is an attempt to identify the causes behind hesitant willingness for recycled goods and explores the impact of branding to highlight the solution required by the consumers in a developing economy of Pakistan.

BIG FIVE PERSONALITY TRAITS AND JOB STRESS

Shiza Toor, Samia Minhas, Mehwish Mushtaq, Irum Mehmood

International Islamic University, Islamabad

Purpose: The purpose of this paper is to present a discussion of the impact of the big five personality traits on job stress on the sales employees currently working in the pharmaceutical industry in Pakistan.
Design/Methodology/Approach: Questionnaire distribution method was used to conduct this research. The total numbers of respondents were 108 and the numbers of pharmaceutical companies visited were 13 in number. Employees that are surveyed are all from the sales department.
Findings: The relationship between personality traits and job stress is highly significant. Conscientiousness was found to be the most influential personality trait as compared to other traits.
Research Limitations/Implications: This research has been limited to the impact of the Big Five Personality Traits on job stress. Secondly, for data collection only the questionnaire distribution method has been used.
Practical Implication: This paper encourages the Hiring personnel in the Pharmaceutical companies to consider the use of personality tests in the selection of sales employees as the results suggest that certain traits are related to an employee’s ability to cope with job stress.
Originality/Value: This paper suggests that extraversion might not be that effective with coping job stress as compared to other personality traits. This paper also focuses on a specific industry in Pakistan i.e. Pharmaceutical industry, where no such research has been conducted in the past.
Keywords: Personality traits, Big Five Personality Traits, Five Factor Model, Job Stress

BRIDGE BETWEEN ADVERTISING AND BRAND VALUE: A FINANCIAL APPROACH

Qaiser Abbas

International Islamic University Islamabad

Purpose: The purpose was to find the relationship between advertising and brand value in order to provide useful insights into brand management and advancement.
Design/methodology/approach: The methodology entails collecting seven years (2001-2007) financial information of the10 branded firms as a sample and analyzed the relationship of advertisement with their brand value through ratio analysis of advertising turn over.
Finding: Results make evident that advertisement is pretty much important in building brand value.
Practical implication: This study can help Brand manager to plan for the future direction of the brand. In addition it helps in measuring the success of advertising campaign in building brand value that plays a significant role in recent merger and acquisition activity.
Originality/value: The study has unique importance for the branded firms that trend towards enhancing brand value through advertisement and other marketing tools is increasing rapidly. Firms are becoming more and more active in the war of making consumers brand conscious and brand loyal through different tools of advertisement. The study also provides the financial contribution of advertising to the wealth of the firm.
Keywords: Brand value, Advertising.

BUILDING HIGH TRUST ORGANIZATIONS: A STUDY OF ITS ANTECEDENTS

Purpose: The study highlights the importance of employee’s Trust in Management and affirm the impact of Employee Participation, Goal Clarity, Feedback and Autonomy on an inherently immeasurable concept i.e. Employee’s Trust in Management in the Mobile Telecommunication Sector in Pakistan. It is an exploratory research, which may substantially add new dimensions to hold value for the HR practices in the leading firms.
Design/Methodology/Approach: The target population of study was telecommunication industry in Islamabad and Rawalpindi cities. The total numbers of companies covered in Islamabad & Rawalpindi were eight including PTA, TF, PTCL, Ufone, Mobilink, Paktel, Warid and Telenor. Total offices being visited were 35 in number. The empirical study explores the association among ‘Employee Participation’, 'Goal Clarity', 'Autonomy’, ‘Feedback’ and ‘Trust in Management’. Non probability convenience sampling technique was used for this study. Organizations were personally visited and 300 questionnaires were floated in employees of telecommunication organizations. Only 267 responded positively. 13 questionnaires were either half filled or wrongly filled. Total sample size became 252. Thus response rate was app. 84 %. 04 variables are independent variables (feedback, autonomy, employee participation, goal clarity) and 01 is dependent variable (Trust in Management). To measure the magnitude of these items 7-point Likert scale is used due to ease of construction, ease of use and good discriminating ability where 1 stands for never and 7 stands for always. The scale consists of a statement expressing either a favourable or unfavourable attitude towards the object of interest.
Findings: The results of present study provide a strong empirical support for the proposed model. The response of mobile telecommunication managers showed that Goal Clarity is the most influential variable to Trust in management. Goal clarity plays an important role to commit employees to their jobs whereas Autonomy shows least impact and association with Trust in Management. Employee participation (0.55) shows a positive relationship with Trust in Management. Similar results were observed in Goal Clarity, Feedback and Autonomy (correlations are 0.68, 0.57, and 0.49 respectively). Goal Clarity and Employee Participation are seen as major influencers on Trust in Management (42% and 24%) respectively. Feedback shows an impact of 14.3% and Autonomy is least effective as only 4.6%. The variability in Trust in Management due to its antecedents is measured by adjusted R-square i.e. 54%.
Research Limitations: The study of the research deserves to consider the limitations when interpreting study results. Some of the obvious are lack of any available control group. Changes in the organization may provide alternative explanations for the changing attitudes. The study was restricted only to the organizations located in Islamabad/Rawalpindi. There is a tendency of response biasness. The data given by the respondent were either overstated or understated their power of expression in terms of opinion on Likert scale. The study was only restricted to the mobile telecommunication industry. Therefore, comparison or benchmarks were difficult.
Research Implications/ Practical implications: Goal clarity plays an important role to commit employees to their jobs whereas Autonomy shows least impact and association with Trust in Management. a sound implication can be due to well established Job Descriptions and more of Job Enrichment. Specific implications include establishing clear goals for trust in management, launching aggressive communication and training efforts, and promoting opportunities for employee participation. Structure of organizations is oriented to a common purpose or outcome that helps to focus employee participation on a shared objective. The necessary information for employee to participate meaningfully in decision making, Goal and standards of performance that are set participative can provide employees with a sense of commitment and motivation for achieving these objectives. Findings suggest that management may establish policies and practices that could minimize potential negative impact of trust in management. This research helps in identifying additional opportunities for management to improve the success of the, often ubiquitous organizational management. Study gives an insight of the factors influences the perception of employee’s perception about the trustworthiness of their management.
Originality/Value: It is an exploratory type of a research, which may substantially add new dimensions which may hold value for the HR practices in the leading firms. This empirical research is the first research in Pakistan particularly in the field of telecommunication that measures the trust in management. It is expected that the scope of this study shall unleash a whole new era of Human Resource Retention and Development.
Keywords: Trust in Management, Employee Participation, Goal Clarity, Feedback, Autonomy

CAUSE RELATED MARKETING CAMPAIGNS AND CONSUMER PURCHASE INTENTIONS: THE MEDIATING ROLE OF BRAND AWARENESS AND CORPORATE IMAGE

Israr Ahmad

International Islamic university Islamabad Pakistan

Purpose: The purpose of this research is to investigate the impact of Cause related marketing campaigns on consumer purchase intentions with the mediating role of brand awareness and corporate image of the company in a less developed country i.e. Pakistan.
Design/methodology/approach: A preliminary model was developed from the existing literature. Initially the model was then tested with data collected from 203 students studying in different universities of Rawalpindi and Islamabad through questionnaire. Correlation and Regression analysis was used to find out the direct impact of Cause related marketing campaigns (CRMs) on consumer purchase intentions and the mediating role of brand awareness and corporate image.
Findings: The findings indicate that consumer purchase intentions are influence by the cause related marketing campaigns. Furthermore the results also reveal that brand awareness and corporate image mediate the impact of CRM campaigns on consumer purchase intentions.
Research limitations/implications: The data was gathered from universities situated in Rawalpindi and Islamabad only, hence future research could extend these findings to other cities in Pakistan to test their generalizability. Further research can be carried out through data collection from those people who have actually participate in Cause related marketing campaigns to identify the original behavior of customers instead of their purchase intentions.
Practical implications: The key implications of these findings for marketing manager include support for the use of Cause related marketing campaigns successfully in Pakistan. The findings also suggest some measures which can be taken in to consideration in order to enhance the brand awareness and to improve the corporate image because both variables mediate the impact of CRM campaigns on consumer purchase intentions.
Originality/value: The study contributes to cause related marketing literature by investigating the mediating role of brand awareness and corporate image between CRM and consumer purchase intentions, which was ignored in previous studies. Similarly A scarcity of empirical research still exists in this field, particularly due to different attitude of customers in less developed countries such as Pakistan.
Keywords: Cause related marketing, Brand awareness, Corporate image, Purchase intentions, Pakistan.

CAUSE-RELATED MARKETING: THE IMPACT OF CAUSE’S ATTRIBUTES ON CONSUMER’S PURCHASE INTENTION

Nasir Abbas

International Islamic University, Islamabad

Purpose: In recent years, cause-related marketing (CRM) has made a significant impact on businesses and charitable organizations. However, the choice of cause in cause-related marketing campaign is the most critical concern for businesses. The purpose of this study is to test empirically the impact of cause’s attributes on consumer’s purchase intention in the context of Pakistan. Further, this study also seeks to investigate the intervening role of income level of consumers in above relationship.
Design/methodology/approach: Data were gathered through questionnaire from convenient sample of 164 employees working in different firms in the City of Islamabad and analyzed using regression and Pearson’s correlation.
Findings: The results show that cause’s attributes variables namely, the degree of cause’s participation for consumer, fit between the brand and the cause, cause importance, congruence between the firm’s product and the cause, cause proximity play an important role in consumers’ attitudes toward the product and firm and their purchase intention and participate in the CRM campaign. Further, the results also indicate that income levels play an intervening role in the relationship between cause’s attributes and consumer’s purchase intention. The findings suggest that cause’s attributes perceived by consumers and income levels of consumers are the antecedents of participating in CRM campaign.
Research limitations/implications: The sample is a convenience sample and data is collected from one city that is the main limitations of this research. So, is difficult to generalize.
Practical implications: The main implication of this research is that, it helps firms in determining the best partners for strategic social alliances and identifying the target market in order to make the CRM campaign successful.
Originality/value: This paper explores the five variables of cause’s attributes: the degree of cause’s participation for consumer; fit between the brand and the cause; cause importance; congruence between the firm’s product and the cause; cause proximity that potentially influence consumer’s purchasing attitude and decision intention in the context of Pakistan. Further, this study also discovers the intervening role of income of consumers in the relationship between the cause attributes and purchase intention. Thus, this study offers interest insights into development of successful CRM Campaign.
Keywords: Cause- related marketing, Purchase intention, Islamabad, Cause’s attributes

CAUSES OF COUNTERPRODUCTIVE BEHAVIOUR (CWB) IN THE SME SECTOR OF PAKISTAN”

Saira Qayyum

Army Public College of Management Sciences

Purpose: The purpose of this research paper is to highlight the causes of Counterproductive Behavior (CWB) in the SME sector of Pakistan.
Design/methodology /approach: A preliminary model was developed from the existing literature. Initially the model was then tested with data collected from 120 employees of SME’s of Rawalpindi and Islamabad through questionnaire. Correlation and Regression analysis was used to find out how strongly the chosen antecedents were related to CWB.
Findings: The findings indicate that job stress and organizational injustice is significantly related with CWB. Furthermore the result also shows that the relationship between self-esteem and CWB is relatively weak.
Research limitations/Implications: The data was gathered from SME’s in Rawalpindi and Islamabad only, hence future research could extend these findings to other cities in Pakistan to test their generalizability. Further research can be carried out with other variables that cause CWB.
Practical Implications: The findings of this research will greatly help owners and managers of this sector to control this negative behavior of employees in a better way, hence improving the overall productivity of this sector. The findings also suggest some measures which can be taken into consideration by the management to improve employees’ morale and efficiency.
Originality: This research paper has unique value, as limited research is done on the term Counterproductive behavior. Furthermore, according to my knowledge it is the first research conducted in the SME sector of Pakistan.
Keywords: Counterproductive Work Behavior (CWB), workplace stress, SME sector, Pakistan.

CHINA’S PLASTIC MANUFACTURING INDUSTRY A THREAT FOR PAKISTAN MANUFACTURING INDUSTRY

Sabahat Mahmood

International Islamic University Islamabad.

Purpose: The purpose of this paper is to analyze whether China’s plastic product manufacturing industry will inevitably be a threat to the Pakistan manufacturing industry.
Design/Methodology: A survey will be performed in order to achieve the objectives. Validated structured questionnaires of the respective constructs will be used to collect data from different consumers of Islamabad and Rawalpindi city. The constructs will be measured using five-point likert scales. Data analysis will be done to validate the results.
Findings: customers usually prefers local products due to lower prices whereas they prefer Chinese product due to quality, cheaper cost and durability attributes. Such marketing strategies could be applied by local industry so as to increase its adoption or preferences among users. It could be done by applying better marketing campaigns.
Research Implications/Limitations: The major shortcoming of this research is that we can analyze this research with the help of other variables as well. Secondly due to time constraint very less variables are incorporated. Future studies could check the relationships among the variables in more detail and contextual manner. In conclusion, this study does analyze China’s plastic product manufacturing industry will inevitably be a threat to the Pakistan manufacturing industry, but this study does also indicate the need to examine fundamental influences of china’s plastic manufacturing industry on Pakistan manufacturing industry.
Originality/Value: The present study will be one of the first to conceptually and empirically examine the impact of china’s plastic manufacturing industry on Pakistan manufacturing industry. It is aimed at analyzing the variables which influences the consumer preferences on selection of products.
Keywords: Consumer preferences, Pakistan, China.

COMPARATIVE STUDY OF ORGANIZATIONAL CITIZENSHIP BEHAVIOUR & BRAND EQUITY

Fauzia Syed

International Islamic University, Islamabad

Purpose: To examine the impact of organizational citizenship behaviour on brand equity and the consequent organizational performance.
Design/methodology/approach: Organizational citizenship behaviour and brand equity are conceptualized as multi-dimensional constructs. Beginning with a brief review of the conceptual background of organizational citizenship behaviour and brand equity, this paper proposes a model to test these relationships empirically. Validated structured questionnaires of the constructs are used to collect data from telecom, education, travel agencies and banking sectors. Reliability and correlation analysis is done to validate the results.
Findings: Results show that there is a positive correlation between organizational citizenship behaviours and brand equity. Organizational citizenship behaviours moderately impact brand equity. Thus by increasing citizenship behaviours within organizations their brand equity could be enhanced. Besides that courtesy directly relates to perceived quality and brand associations, which means by increasing courtesy among employees of the organizations we can enhance brand equity.
Research limitations: The major shortcoming of research is that due to time constraint probability convenience sampling technique is adopted. In future simple random sampling technique should be incorporated in order to generalize the results. Future studies should check the relationships among citizenship behaviours and brand equity in more detail and contextual manner. In conclusion, this study does not compel a change in the concept of organizational citizenship behaviour and brand equity; rather it highlights the need to scan fundamental influences of these behaviours in specific situations.
Practical implications: Marketing managers should take into account organizational citizenship behaviour to identify the sources of brand equity and the importance of incorporating this construct in their brand equity measurement. The findings suggest that supervisors can not only play a facilitating role in creating and sustaining cooperative behaviour of employees but through incorporating brand equity measurements, they could better analyze and determine the future of their firms.
Originality/value: The present study is the opening to conceptually and empirically examine the possible impact of organizational citizenship behaviour on the brand equity of a firm. It analyzes the relationship and its nature between the constructs.
Keywords: Brand equity, organizational citizenship behaviour.

CONSEQUENCES OF PRODUCT ATTRIBUTES

Mariam Javed

International Islamic University Islamabad, Pakistan

This article gives a review of the comprehensive concept of product attributes definitions, types, impacts, determinants and consequences of product attributes. Nowadays as business competition becomes greater, the concept of product attributes is rapidly becoming an important strategic tool in marketing management to make of difference of their product. Further it also discusses the consumer perception of product quality, product value, brand equity on the basis of product attributes and relating these concepts in a model. Chi square test is applied to check the significance of results.

CONSUMER ETHNOCENTRISM, PRODUCT’S COUNTRY IMAGE, CULTURAL SENSITIVITY AND INTENTION TO PURCHASE LOCAL PRODUCTS---EVIDENCE FROM PAKISTAN

Purpose: The objective of this study is to investigate the relationship among consumer ethnocentrism, cultural sensitivity, product country image and intention to purchase local products. Further more, the impact of product category on the relationship between consumer ethnocentrism and intention to purchase local product.
Design/Methodology/Approach: For getting the above objective, a questionnaire was developed and completed by 250 respondents. The target respondents were Pakistani consumer. Questionnaire was distributed that contained measure of consumer ethnocentrism, product’s country image, culture sensitivity and intention to purchase local product. All hypotheses were tested by using Pearson correlation and simple linear regression analysis (SPSS).
Finding: Analysis of the data gathered showed that those consumers who are high in ethnocentrism favorably biased towards their domestic products as compare to those who are low in ethnocentrism (Positive relationship between consumer ethnocentrism and intention to purchase local product). There is negative relationship between cultural sensitivity, product’s country image and intention to purchase local product. The relationship of consumer ethnocentrism and intention to purchase local product is moderated by low involvement product as more as compare to high involvement product.
Limitations: Luxury products should be used in product category for future research, other factors may include the intention to purchase local products by Pakistani consumers. Such as, animosity and individual achievement orientation, that is being studied in other countries, but is not being studied in Pakistan. Structure equation modeling can also be used for better analysis.
Implications: As it is evident from the literature and this analysis that highly ethnocentric consumer will prefer to buy domestic product and low ethnocentric will prefer to buy those products which are high in quality and reasonable in price. The marketer should take great care of there product’s quality and price in the developing countries like Pakistan. Low product’s country image manufacturers should develop marketing strategy that focuses on the product features, so that consumer can better understand the features of the product.
Key words: Consumer ethnocentrism, Product’s country image, Cultural sensitivity, and Intention to purchase local products.

CONSUMER PERCEPTION OF CORPORATE SOCIAL RESPONSIBILITY IN AZAD KASHMIR: AN EMPIRICAL STUDY

Nazia Akbar Kiani

International Islamic University, Islamabad.

Purpose: The purpose of this study is to gauge awareness of corporate Social Responsibility (CSR) in Azad Kashmir from customer perspective (Telecom Industry users, banking & education ) & to know how effective CSR activities, as marketing strategy of the corporation.
Design/Methodology: A survey has been performed in order to achieve the objectives. A structured questionnaire has been used and it will be self administered.
Findings: The findings reveal that AK consumers are well aware of CSR activities. Philanthropic and legal activities are most important for them. Although they favor those business who are fulfilling corporate social responsibilities and considered that it is a good practice but in that particular area companies cannot use CSR activities as a marketing strategy (or use it to some extent) because basically consumer here are quality and price sensitive.
Research Implications/Limitations: Consumer perceptions about CSR are so varied therefore, multinational needs to adopt strategy to suit the needs in each location. On the basis of this information multinationals design their CSR strategy for this area. Limitations could be sample size & sample type because of use of convenience sampling.
Originality/Value: The finding will contribute an understanding of consumer level of awareness about corporate social responsibility in that particular area & secondly importance they assign to various CSR activities or causes.
Keywords: Corporate Social responsibility (CSR), Consumer Perception, Telecommunication companies, Azad Kashmir, Pakistan.

CONSUMERS’ ATTITUDES TOWARDS NON-LOCAL PRODUCTS: A CASE OF PAKISTAN

Muhammad Nisar Khattak

International Islamic University, Islamabad

Purpose: The purpose of the paper is to investigate the attitudes of the Pakistani consumers towards local and non local products. COO effect is the main thing to find out.
Methodology/design/approach: A questionnaire was distributed among 200 consumers in Islamabad and Rawalpindi division. The questionnaire contained the measure of, quality of products, social status, unavailability of local substitutes, admiration for EDCs life style, consumers’ ethnocentrism and attitudes towards non local products. Five hypotheses were designed and tested by Pearson correlation and simple regression analysis (SPSS).
Findings: Analysis of the data showed that consumers in the developing countries like Pakistan considered the imported products as of high value and they feel a pride when having the products of the developed countries. The moderating effect of admiration for EDCs life style is zero but the moderating effect of consumers’ ethnocentrism in positive which is 9.6%.
Research Limitations/Implications: The research finding suggest for the MNCs to find a joint venture with a local firm or set up a foreign subsidiary to control the effect of ethnocentricity. The local producers and marketers should focus on the quality of their products to compete with multinational corporations in their domestic markets.
Originality/value: The research shows that if the imported products are of high quality, more reliable and of reasonable price then ethnocentrism can not become a hurdle in its way.
Key words: Ethnocentrism, Consumers, Country of origin, Products, Pakistan.

CREATIVITY: A DRIVING FORCE BEHIND YIELD MANAGEMENT

Purpose: This paper explores the impact of creativity on yield management in hotel industry of Pakistan. Moreover, creativity barriers have also been observed and articulated.
Design/methodology/approach: This study uses quantitative data technique and data was gathered through close-ended questionnaire by using stratified sampling technique from 128 professionals (sample size) working in five stars, four stars and three stars hotels in Islamabad and Rawalpindi Pakistan. Initially this study accentuates on the creativity barriers and in next stage creativity impact on yield management is ascertained. Statistical tools F-Statistics and t-statistics were used in SPSS (15.0) for data analysis.
Findings: Findings indicate that the creativity has a significant impact on yield management and creativity is likely to be emerged if employees are given a tension free environment, support by the management, rewards against successive creative ideas and opportunity for ideas sharing. Since hotel industry in Pakistan is undergoing a process of increased competition, therefore, the adoption and implementation of yield management is identified as a very essential tool for survival. It has also been observed that, for proper yield management implementation, hotel industry needs to focus on employees’ creativity.
Research limitations/implications: The current study is conducted in only two cities of Pakistan where limited number of hotels exist. Further study can be conducted by using better sample size at national level.
Practical implications: Hotel industry in Pakistan needs to focus on creativity of the employees in order to maximize revenue and to survive in an extreme competitive market. In this competitive era, hotel industry needs to invest on human development to bring creativity and innovation in the industry. Creativity and innovations will apparently bring fruitful results in achieving forecasted revenue and will also positively affect on organizational growth.
Originality/value: The present findings contributes by ascertaining the affects of creativity on yield management and highlight that employees in relax environment and by the management support feel more comfortable for sharing new ideas and their creativity results more revenue.
Keywords: Yield Management, Creativity, Innovation, Criticism, Work Pressure

CRITICAL EVALUATION OF PRINT MEDIA ADVERTISEMENTS: A COMPARATIVE ANALYSIS OF NORMAL AND SPREAD ADS

Dr. Anjum Zia

Lahore College for Women University, Lahore

Purpose: The purpose of this research study is to estimate the behavior of double page spread ads in the context of: Publication ratio, its popularity, growing demand and, consequently its significance in the print media (newspapers) by approaching the ad agencies through survey. The study aims to provide the recommendations to the media organizations, agencies and clients for the better prospects in future in the field of marketing.
Design/Methodology/Approach: The research study estimates the impact of independent variables on the dependant variables through the AIDA model. The research employs two methodologies; content analysis and survey: a tool of data collection. The four national newspapers are taken for the content analysis and 10 agencies from advertising industry are selected for the survey. Data gathered from the questionnaires is calculated through the method of factor analysis. Centroid factor analysis is employed as it is the most relevant and authentic tool to analyze the data statistically.
Findings: The findings indicate that although the publication ratio of Double page ads is not much, however, it is gradually increasing. The analysis shows that the impact of variables (awareness, interest, desire, and action) is greater on double page spread advertisements than the normal ads. The researcher deduces that with the passage of time, the taste and demand of people changes and acceptance of new trends strengthens. The ratio of spread advertisements is less in newspaper but gradually its ratio is increasing. Moreover, the trend is attracting its targeted audience through its contents and special quality.
Research Limitations/ Implications: The data was gathered from the ad agencies situated in Lahore only. Future research can be extended by taking different ad agencies of other cities in Pakistan. Since this study concentrates on a single aspect i.e. exploration of a new trend of advertisement in print media, more research can be conducted including other medias. The research can be made more precise by choosing a particular sample, which is, including people from various age and gender groups. Advertising trends can also be explored within socio cultural and regional context.
Practical Implications: The implication of these findings is fruitful for the students. The study provides them awareness about the media trends that can trigger new ideas and provide different and unique perspectives in their professions. The research offers information about the new upcoming and flourishing trend that can possibly raise the sales and value of the products. This research paper gives the vision to the upcoming researchers to explore the different aspects of the advertisements regarding different media. The research study will have much importance for the media agencies because it will provide them with an in-depth analysis of a new trend which can further help them in the process of marketing. The media organizations can get assistance in their work about this new trend and its proper usage in the media. As this trend is taking more space of the worthy news items in the newspapers so it should be properly utilized. Media agencies play a vital role in introducing the product in exclusive styles in the market. They are the important decision makers of the advertisements. Moreover they are also responsible for its placement. The study provides them a brief and descriptive market behavior of the trend.
Originality/Value: As marketing is a creative industry, which includes advertising, distribution and selling, advertising is the best source to raise the distribution of the newspapers. In today’s depressed economy, there is a need to use the creative techniques to move the economy to its boom. For this matter, the study contributes to evaluate a new trend of print advertisement, that is, Double page spread adds. Not much study has been done on this particular trend.
Keywords: Advertising, advertisements, print media, double page spread advertisements, normal advertisements, functions.

CRM PRACTICES IN BANKS: COMPARATIVE ANALYSIS OF PUBLIC AND PRIVATE SECTOR BANKS IN LUDHIANA CITY

Ms.Rajpal Kaur Sr. Faculty, Punjab College of Technical Education, Ludhiana, Punjab,

Mr. P.P.Singh Dy. Director, Punjab College of Technical Education, Ludhiana, Punjab, India

Ms. Pallavi Dawra Coordinator (Mgt Dept.), Punjab College of Technical Education, Ludhiana, Punjab, India

Abstract

Consumer base for any product or for any service has grown extraordinarily in recent times.The present study is aimed to compare the Customer Relationship Management (CRM) practices being followed by public and private sector banks in Ludhiana city. The marketing of banking services imply creation and delivery of customer satisfying services at a profit to the bank. So, the bankers are forced to put in place a system of CRM that addresses the core issues of profit through satisfied customers. The comparison of public and private sector banks would reveal which sector is implementing CRM practices in a better way and is availing the profits from it.

Keywords: CRM, Inflection-point, Customer, Bank

CSR AND ORGANIZATIONAL PERFORMANCE-EVIDENCE FROM PAKISTAN

The study is focused on the effect of CSR on organizational performance and its relationship with consumer behaviour and corporate brand in the diversified sectors of Pakistan. As per previous studies we have hypothesized a direct relationship between CSR and consumer behavior and, CSR and corporate brand. Our Results prove that the above mentioned variables have significant positive relationship with CSR. . The purpose of our study was that we wanted to create awareness among organizations that by using CSR as a tool how they can benefit their corporate brand and how they can create a positive impact on their customers and as well as on general public Pakistan is one of the most philanthropic countries in the world. If every organization starts using CSR in their organization they will create a good reputation in the society and this will also help to promote social stability in the Pakistan economy. We have taken various sectors, and data is collected from 102 corporate persons.
Keywords: Corporate Social Responsibility (CSR), Consumer Behaviour, Corporate Brand, Organizational Performance, Brand reputation.

CUSTOMER BEHAVIOUR VIS-À-VIS LOYALTY MODEL-SOUTH ASIAN PERSPECTIVES

Understanding consumer behaviour in a cross-cultural environment is an essential part of marketing activities in a world that is becoming more consumer-centric. Apart competitive and economic advantages also stemming from the strengthening of customer relationships. Many studies in this regard has been developed into the business to business marketing field, antecedents and consequences of market relationships which identify cognitive, affective and behavioural constructs (satisfaction, trust, loyalty and co-operation)and overall that qualifies the relationship life cycle, from customer satisfaction up to customer loyalty and partnership. Starting from an overview of the literature, this paper proposes a dynamic model of customer behaviour vis-à-vis loyalty model how does it play an effective role in loyalty generation in the marketing relationship perspective. The paper aims to identify the antecedents and the consequences of the evolutionary links between the several relational constructs connected with customer satisfaction and loyalty with special reference to south Asian perspectives. Overall this paper formulates research propositions on the loyalty development process, which will have to be empirically tested in order to theories a model of customer buying behaviour useful for loyalty management purposes, both in B2B(business to business) and inB2C( business to consumer )markets.

DETERMINING FACTORS THAT INFLUENCE THE MOBILE MARKETING ACCEPTANCE AMONG UNIVERSITY STUDENT

Muhammad Faheem Ashraf

SZABIST, Islamabad

Mobile Marketing is a new trend of marketing which is emerging world wide. It has a great potential in Pakistan because of high mobile penetration (55.39%) and great popularity of Short Massaging Service (One billion/day). Purpose of this research paper is to see the factors effecting the acceptance of mobile marketing in the consumer mind; a tested questionnaire was used to collect the primary data on different factors that effect the acceptance of mobile marketing. Data was analyzed by correlation & regression technique in order to understand the relationship between the determining factors and acceptance of mobile marketing. Permission to interact, Consumer innovativeness and privacy vulnerability are found to be the three most important factors in consumer mind that affect the attitude toward mobile marketing. These variables degree of impact is different in more developed countries due to socio economic differences. This study suggests the mobile medium could be an alternative to traditional advertising media because it allows for more successful marketing to specific target audiences. Second, it is important for managers to recognize the various drivers of acceptance of mobile marketing practices in the Pakistan. Third, Brands entering in Pakistan may emphasize the mobile platform for advertising and promotional efforts.

DEVELOPMENT OF MANUFACTURING STRATEGY: AN EMPIRICAL STUDY IN PAKISTAN

Irfan Butt and Adeel Tariq

Lahore University of Management Sciences

Purpose: The objective of the this study is to empirically test all the relevant factors taken into consideration by the firms while developing manufacturing strategy and subsequently examine the impact of manufacturing strategy dimensions on firm’s performance.
Methodology: The data was collected from top decision makers from 148 manufacturing companies in Pakistan, through mail and self-administered surveys. Exploratory factor analysis was conducted to check the factor loadings for constructs with multiple items. The preliminary analysis is based on correlations analysis.
Findings: The factors influencing the development of manufacturing strategy - resource orientation, market orientation, manufacturing capability and innovation orientation, exhibit strong and statistically significant association with manufacturing strategy dimensions of quality, flexibility and innovation. The direct measures of financial performance, return on investment, profitability and profit growth are not significantly correlated with any dimension of manufacturing strategy. Non financial measures – customer satisfaction and loyalty are significantly correlated with all the dimensions of manufacturing strategy except cost.
Research Implications: This study is the first of its kind to empirically test various factors influencing development of manufacturing strategy, while also examining the role of product life cycle. This should stimulate further research in identification, refinement and testing of those constructs.
Practical Implications: Practically, this study will provide guidance to senior executives and managers in development of manufacturing strategy. Also a comparison of Pakistani data with Canadian and Indian data, in future studies, would provide a perspective on developing and developed countries.
Originality/Value: This study contributes to the operations research by developing a comprehensive set of factors likely to influence the development of manufacturing strategy. There is also a dearth of empirical studies conducted in developing countries on manufacturing companies.
Keywords: Manufacturing strategy, organizational performance, resource orientation, market orientation, Pakistan

EFFECT OF PRICE, SERVICES AND QUALITY ON CUSTOMER SATISFACTION

Mudassar Naseem

National University of Modern Languages and Sciences Islamabad.

Purpose: The purpose of this study is to determine the factors that affect customer satisfaction in cellular industry. The variables discussed here are quality, price and services. These factors play a vital role in determining customer satisfaction in this industry, so the impact of these variables on customer satisfaction is studied.
Design/methodology/approach: This is a cross sectional study and we have taken individuals as unit of analysis. Questionnaire was used as the research instrument, which consisted of 25 questions, about 5-6 questions for each variable. Data was collected from 197 different customers. Correlation and regression analysis was used to find out the effect of price, quality and services on customer satisfaction.
Findings: This study clearly indicates that customers highly valued our independent variables (price, services and quality). Customer satisfaction increased with increase in quality and services. Customer satisfaction increased with decrease in price. Customers prefer good quality in low price.
Research limitations/implications: Though Price, services and quality are key variables for customer satisfaction in mobile phone industry but there are some other variables that need to be studied in future research programs. Further research should also involve a larger sample size.
Practical implications: In this highly competitive cell phone industry this study will benefit cellular phone companies in their future endeavors. Companies need to know, though customers prefer low price, but they are willing to pay more for an exceptional quality and distinctive services.
Originality/value: Although much research is done on customer satisfaction in general but evidence is limited in customer satisfaction in local mobile phone industry. This research will give a new direction and open up new horizons, which will benefit the customers as well as the cellular companies in the long run.
Key words: Customer satisfaction, cellular industry, price, exceptional, quality, distinctive services.

E-GOVERNMENT INTEGRATION

Khubaib Ahmed Qureshi

Hamdard Institute of Management Sciences, Hamdard University, Karachi

Purpose: To deliver improved services, government and public sector agencies must share information with each other, directly with the public and with other business organizations. This brings with it a requirement for more efficient ways of integrating systems together. e-Government should enable citizens and business to deal with government on a vast range of matters, any time of the day or night, without having to understand which part of government is providing the service they require. Therefore an e-Government Integration solution framework is presented, comprises the challenge of efficiently integrating diverse e-Government processes and data within and across the e-Governments, citizens and business allowing the governments to respond efficiently.
Design/methodology/approach: Major approaches and evolution of enabling technologies ranging from EDI to Web Services and XML based process integration are comprehensively analyzed to discover the basic e-Government Integration framework requirements and then provide flexible, scalable and adaptable e-Government Integration solution framework.
Findings: To solve integration problem several tools and technologies have emerged. Different integration technologies can be viewed as complementary, if they are properly adopted and structured. However basic findings are: making use of graphical Business Process Management which can compose WSs compliant to SOA could be effective. Loosely coupled document based communication seems scalable. XML based data transfer using WSs should be avoided to minimize network traffic, support wide variety of transports, and easily adoptable for stake holders. There are several architectures regarding engineering e-Government, one that have been proposed in order to facilitate integration. Among the architectures is “The Zero-Time T-Strategy framework”. Through which or regarding any Process Centric Management - PCM following three aspects are identified as the most important ones in the success of an e-Government.: 1. Time to Market, 2. Strong positioning on the basis of competency, 3. Ability to adapt to changing govt. /market needs. It is found that real-time e-GI solution framework offer following Architectural features: (scalability, security, heterogeneity, adaptability, manageability, distributivity, decoupling, autonomy), real-time requirement: (asynchronous, publish/subscribe) and Business requirements: (flexibility, agility, usability, reliability) for productivity.
Research limitations/implications: e-GI Solution Framework is centrally managed where every partner is required to send their e-Government documents to e-GI Framework Hub, where their business is integrated. No changes are expected in partner’s application except application adaptors for certain situations. Also e-GI Solution Framework Hub must be supported by Backup Exchange for high level of availability.
Practical implications: In fact the proposed e-Government Integration solution is highly suitable for those countries which are not much organized and advance in technology standards.
Originality/value: Current era is expecting real e-Government and it’s Integration, which is critical to meeting citizen and business expectations of access to public sector information and services. To deliver improved services, government and public sector agencies must share information with each other, directly with the public and with other business organizations. One of the most challenging aspects of the future of e-government is the practical implementation of 'seamless' government across jurisdiction. Integrating the applications and data sources must be accomplished without requiring significant changes to these existing applications and data. To address these issues, whole marketplace has emerged for software solution that can help to achieve real and improved e-Government Integration solution, which is presented in this research.
Keywords: e-Government Integration Framework, Connected e-Government, e-Government Integration, e-Governance Solution, e-Government Integration Solution.

EFFECTS OF LEADERSHIP ATTITUDE ON ORGANIZATIONAL PERFORMANCE

Leadership is the ability to influence a group of people toward the achievement of goals. Leaders must clarify the direction towards the attainment of goals to the employees through communication and encourage them to feel confident and able to take risks in work completion. Leadership style also has a significant impact on performance. This study investigates the relationship between the leadership attitude and organizational performance, impact of leader's styles on the performance of employees and effects of leadership on the output of the company. Specifically, the objectives of the study are to examine the impact of leadership styles on performance of companies and relationship between corporate culture, leadership style and performance of different companies are also examined. Data for this study was collected from 119 employees within the 14 different types of organizations that have implemented different leadership styles in their organizations in order to enhance employee's commitment towards their goals. This data is collected to test the hypothesis. This study is highly complex in cross-sectional context and conducted in non-contrived settings. Time horizon is cross-sectional and unit of analysis is individuals. Overall, the findings showed that companies practiced different sets of culture at the workplace. As for the leadership style, no special difference was found in different types of companies since results show the similarity of styles used by the leaders in all organizations. The findings also showed some pattern on the relationship between types of leadership styles adopted by companies with the performance of their employees. For the local companies, the result shows a significant dependence between performance and leadership styles. The results of the study indicate that leadership attitude do indeed influence organizational performance. Decisions made by leader's lead to increase or decrease of the outcome of the organization as they directly influence the behavior and performance of the employees. Finally, the findings indicate that there is an association between leadership styles and company's performance in all types of organizations. The implications of this research are also discussed.
Key Words: Organizational culture, performance, goals, competing values framework, Leadership style, attitude, employee's commitment.

EMPLOYEES KEENNESS TO ENGAGE IN CUSTOMER ORIENTED BEHAVIOR AND PERCEPTION OF JUSTICE

Hafiz Muhammad Jamil

International Islamic University, Islamabad

Purpose: The purpose of the research was to find whether the perception of distributive justice and procedural justice influences Hospitals employees’ keenness to engage in customer oriented behavior.
Design/methodology/approach: A survey study was conducted in Pakistanis public hospitals including scales assessing perception of distributive justice, procedural justice, employees’ employees’ keenness to engage in customer oriented behavior with a sample of 250 frontline employees. Regression analyses and correlation analysis were used to test a series of hypotheses.
Findings: The results showed that hospitals employees’ perception of distributive justice positively affects their keenness to engage in customer oriented behavior more as compared to procedural justice. That is more related to equity rather than equality.
Research limitations: The data used in this paper are cross-sectional. Also, results are based on self-report survey data and subject to common method bias. As such, longitudinal studies are recommended for future research, as are finding antecedents to perceptions of justice that may help management in improving customer oriented behavior of employees.
Originality/value: The study has a unique importance as it is conducted on different public and private sectors hospitals in Pakistan and gives constructive information regarding employees’ perception about justice and expresses perception of justice has strongly effect employees keenness to engage in customer oriented behavior. This paper also serves to guide hospital management towards a better understanding of the importance of organizational justice and its collective nature.
Keywords: Justice, Consumer behavior, Services marketing, Justice, Pakistan

EMPLOYMENT OF PHYSICALLY HANDICAPPED AND CORPORATE CITIZENSHIP OF KFC IN PAKISTAN

Javeria Tariq

United Bank Limited , Islamabad

Purpose: To test up to which extent KFC has been able in creating a good public image and whether it has been successful in raising the standard of living of the handicapped staff or not.
Methodology: For this research, both the primary as well as secondary data have been collected. Besides, two questionnaires have been designed for the research.
Findings: The data has been analyzed through Z-test and results are demonstrated by graphs and tables. The value of Z is 11.525 which signify a higher response and therefore the objective is accepted.
Research limitations: A translator was needed to make the dumb and deaf staff understand what really was to be deducted from the research. Most of the handicapped staff of the Rawalpindi branch is less educated as compared to those at Lahore; therefore, some questions had to be translated in Urdu. It was cumbersome to collect the data from the customers at KFC.
Practical Implications: It is an empirical research. The concept of corporate citizenship is also in its infantile form and through this research; it will give birth to a developed stage of corporate citizenship.
Originality: KFC has been able to create a great goodwill by employing physically handicapped staff at its outlets and has been able to provide jobs to this part of the society by raising their standards of living into a fitting manner.
Keyword: Employment, Corporate Citizenship and Physically Handicapped

ENTREPRENEURSHIP-MANAGEMENT OF TECHNOLOGICAL INNOVATION

Satish Taneja

Bharati Vidyapeet’s Institute of Management & Research, New Delhi

Purpose: The paper seeks to suggest ways of creating and building an organizational culture that fosters innovativeness and creativity. This is done by understanding the creative process on one hand models depicting the emergence of business innovations using Nokia’s success story as an example.
Design/methodology/approach: It is a conceptual paper based on the authors’ experience of working as a faculty in entrepreneurship and a consultant with small and medium industry. It is based on literature survey and discussions with officials of Nokia which is considered as a case.
Findings: ‘Change or die’ is the rallying cry among the industry today. Changes in an organization can be gradual or evolutionary and drastic or revolutionary. It is an accepted fact that innovative revolutionary changes and ability of an organization to continuously improve or upgrade its products and processes is an essential to attain competitive advantage. Technological innovation plays a critical role in economic development and to win corporate battles in competition. Technological innovation either enhances the value of existing products or processes. However mere creativity and generation of innovation is not enough. Technological innovation is the force behind the success of most innovations. There are three of commercial innovations, namely: i) Organisational innovation, ii) Self renewal, and iii) Pro activeness. A model depicting the relationship between individual, organization and innovations is proposed. It considers the level of innovations, from adaptive to breakthrough innovations, the resource requirements and effects (benefits & implementation) on the business organizations. The innovative capability of an organization is dependent on the type of culture prevailing in the organization.

Environment for Innovation: Gaining Competitive Advantage

ETHICAL ISSUES IN TIME LIMITED PRICE PROMOTION

Amna Safdar

International Islamic University, Islamabad

Purpose: This paper provides a detail study of the impact of time limited offers on consumer decision making process in the context of different ethical theories. Time limited offers are relatively available for shorter period of time. In this study ethics are defined in the context of different secular and religious theories, as it warrants the attention of researchers.
Design/Methodology/Approach: This is an experimental study. A theoretical model is being explained and six hypotheses were developed, three hypotheses were for consumer decision making process and other three were to check the ethical perspective of time limited offers. Data was collected from different universities with the help of a self constructed questionnaire.
Findings: The results indicate that time limited offers does not impact on actual purchase of customer and in time limited offers sellers over praise their products. Results also suggests that time limited offers restrict the customers decision making process, as there is a plenty of information and sellers over praise their products.
Research limitations/implications: This study provides a framework to check the ethical aspect of time limited offers in the context of secular and religious theories. The study is being conducted in the context of telecom services and it can be replicated to other contexts such as consumer durable goods to check the generalisability of results reported here.
Practical implications: Marketing managers should note that time limited offers have no significant impact on consumer behavior as well as these offers have not the element of customers welfare. So they should not manipulate the prices to attract the customers without changing the quantity/quality of their products.
Originality/Value: This study is important for marketing managers to formulate their pricing strategies in such a way which can not just increase their profit but they should also consider the welfare of ultimate customers. As all ethicist are agree to increase the overall welfare of society.
Key words: Time limited offers, consumer decision making process, and ethics.

EXAMINING OF CONSUMER INCOME INFLUENCE ON CONSUMER LOYALTY

Misbah Shahzadi

International Islamic University Islamabad.

Purpose: The aim is to measure relative attitude of customer income and social status with brand loyalty. This study is conduct to determine variation in customer loyalty due to change consumer income and social class.
Design/methodology/approach: A conceptual model of consumer attitude, customer satisfaction and customer loyalty is proposed here. The research was conducted on a sample of 260 respondents for test the hypothesis. ANOVAs are employed to check the influence of both variables consumer income and social class on customer loyalty and also use Chi Square for check significance level of each independent variable with customer loyalty.
Findings: The results confirmed that both social class and income significantly influence consumer loyalty. The results obtained from survey confirm the hypothesis that increase in income negatively influence on consumer loyalty.
Practical implications: Companies should focus on consumer purchasing power for developing marketing strategies and also offer products for each segment according to their income and social status for achieve true loyalty.
Originality/value: Survey data from 260 respondents was used to test the model and corresponding hypotheses.
Keywords: Customer loyalty, Consumer income, Social class.

EXPLORING ENERGY CONSERVATION BEHAVIOR OF CONSUMERS IN PAKISTAN

Ammara Yasmin

International Islamic University, Islamabad

Purpose: Present study seeks to explore the energy conservation behavior of consumers in Pakistan and also to explore the consumers’ perception and acceptance for energy saving products.
Design/ Methodology/ Approach: An empirical study is carried out using a structured questionnaire. Based on the convenience sampling technique, a survey of 323 Pakistani respondents was conducted from the region of Islamabad and Rawalpindi. Descriptive statistics has been used to explore the consumer behavior towards energy conservation.
Findings: The study has found positive behavior of consumers towards energy conservation. Chi square analysis reveals that consumers’ behavior of energy conservation is also associated with environmental concerns of the respondents, their perception and acceptance of energy saving products.
Practical Implications: Dire energy crisis in Pakistan in the recent days, not only requires to discover new energy sources but also to conserve the existing resources. Marketers will want to look at the consumers’ acceptance, if they want to introduce energy saving products in Pakistan
Originality/ Value: Lot of Literature is available on green marketing. But there is limited research on energy conservation attribute of green products. Current study is an attempt to probe consumer behavior towards energy conservation.
Key words: Energy Conservation, Pakistan, consumer behavior, green products

FACTORS AFFECTING PAKISTAN’S UNIVERSITY STUDENTS’ PURCHASE INTENTION TOWARDS FOREIGN APPAREL BRANDS

Naeem Ullah

International Islamic University, Islamabad.

Purpose: The paper aims to study Factors affecting Pakistan’s University Students’ purchase intention towards foreign apparel brands. Purchase intention is explained in terms of general consumer variables (i-e, normative influence and consumer confidence) and brand specific variables (that is, perceived quality & emotional value)
Design/methodology/approach: The sample comprised of students enrolled at two universities in major cities of Pakistan, that is, Islamabad and Rawalpindi. A total of 315 participants completed self administered questionnaire during schedule classes. The impact of normative influence and consumer confidence on purchase intention was studied through brand consciousness, perceived quality & emotional value. The impact of variables was studied through regression analysis at 95% confidence interval.
Findings: Regression analysis revealed that Pakistan’s university students’ susceptibility to normative influence and their confidence had positive impact on brand consciousness. Brand consciousness had positive impact on perceived quality of international apparel brands & emotional value that these brands generate. Both perceived quality of international apparel brands and emotional value that they generate had significant impact on purchase intention.
Research limitations/implications: As this research aims to study students’ purchase intention towards foreign apparel brands, the findings of this paper can not be generalized to other segment of society such as children, professionals etc. Further it studies purchase intention towards apparel brands thus its findings can not be gernalized to other consumer products.
Practical implications: The findings of this study are of strategic importance to foreign apparel brands who want to enter Pakistan’s apparel market. The findings of this study reveals that foreign apparel brands need to focus on quality and their brand’s emotional attributes if they want to succeed in Pakistan’s apparel market.
Originality/value: As foreign apparel brands are trying to enter developing countries like Pakistan, this paper aims to study the factors that influence Pakistan’s university students’ purchase intention towards these brands.
Keywords: Pakistan, Purchase Intention, Consumer Confidence, Brand Consciousness, Emotional Value, Perceived Quality.

FACTORS CAUSING THE DISSATISFACTION OF UNIVERSITY TEACHERS IN PAKISTAN

Agha Khurram

International Islamic university, Islamabad

Purpose: The purpose of this research is to determine the factors causing the dissatisfaction of university teachers in Pakistan.
Design/methodology/approach: Model was tested with the data collected from 149 teachers teaching in different universities of Rawalpindi and Islamabad through questionnaire. Regression and correlation analysis was used to determine the impact of pay, career development and performance appraisal on job satisfaction of university teachers in Pakistan.
Findings: The findings indicates that stress should be laid upon the increments in pay and other fringe benefits in order to raise the satisfaction level of university teachers in Pakistan.
Research limitations/implications: The data was gathered only from the universities situated in Islamabad and Rawalpindi, further data collection from universities in other cities of Pakistan can enhance the scope of research.
Practical implications: The findings suggest that salary budgets should be colossal in order to meet the salary requirements of university teachers in Pakistan.
Originality/value: Research on the factors determining the causes of dissatisfaction in university teachers in Pakistan has been done for the first time which was ignored in pervious researches.
Keywords: Job satisfaction, pay, career, performance appraisal, Pakistan.