Abstract
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.
Highlights
Advertising as a most important social event communicates a key changes in values, beliefs, behavior and buying patterns of the peoples which manipulate the lifestyles of people (Pollay & Mittal, 1993)
In this study we examine different dimensions of attitudes towards Advertising in Sargodha city of Pakistan
Instrument: The questionnaire used to check the relationship between the independent variables (Economics beliefs, Social beliefs, Personal usefulness, Regulations beliefs, Ethics beliefs) and dependent variable (General attitude).The questionnaire of likert scale ranges from 1= strongly disagree to 5= strongly agree was used and modified with the purpose of examine to the consumer attitudes towards advertising in general
Summary
Advertising as a most important social event communicates a key changes in values, beliefs, behavior and buying patterns of the peoples which manipulate the lifestyles of people (Pollay & Mittal, 1993). Tan and Chia (2007) quoted that researchers observes favorable or unfavorable attitude towards advertising. Advertising represents an important means by which organizations communicate with their customers, both current and potential (Bendixen, 1993). Attitudes toward advertising in general (defined as learned tendencies to respond in a consistently favorable or unfavorable manner to advertising in general) are major determinants of brand attitudes and purchase intentions (Lutz, 1985; MacKenzie & Lutz, 1989). In 2007, spending on advertising was estimated at more than $385 billion worldwide
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