Indian Ethos in Marketing Ethics Influencing Consumer Behavior

Abstract

“There is nothing more perfect than the supreme soul,” stated in Indian ethos. In India, people are more conscious about their ethos and ethics, irrespective of other benefits of life. These people have been engaged in certain type of ethical events every day, but these were the situation of ancient times or long years ago. Now a day, people look for their own benefit and nothing like truth, devotion, kindness which were certain thoughts of Indian ethos. Consumers are king or queen of the market. Every marketer has its obligation to satisfy its consumer groups because without consumer satisfaction no one can sell a single unit in the market. Marketing ethics play a significant role in influencing consumers, with the concept of social responsibilities. Here, in this paper, we will discuss how Indian ethos is a tool that works as a device for marketing practices to develop marketing ethics? For this, we took certain prosperous companies that follow the principles of Indian ethos and get success, and how these marketing ethics are responsible for influencing consumer behavior? For this, we developed a matrix that reveals the relationship between marketing ethics and consumer trust. This matrix will be helpful to understand how the marketers can earn consumer trust.