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Understanding Consumer Sentiments Towards Marketing: An Investigation in Indian Context

Author

Listed:
  • Sanjay K. Jain
  • Parul Goel
  • Sonali Jain

Abstract

Consumers constitute one of the most important elements of marketing environment. Understanding their sentiments towards marketing practices is a sine qua non for the development of effective marketing strategies, thus garnering their patronage, and attaining improved business performance. Based on Gaski and Etzel’s (1986) framework, the present study attempts to investigate consumer sentiments towards marketing in India and compare the results with those of consumers in select other countries. Analysis of the data collected through a survey of consumers located in Delhi and the NCR region reveals consumers to be holding moderately favourable opinion that business firms pursue customer-oriented business philosophy. As regards marketing mix elements, retailing/selling emerges as the element towards which consumers have expressed the most positive sentiments. Practices in relation to advertising and product come next in order of favourability in consumer perceptions. Pricing is the variable for which consumers appear holding the least favourable opinion. In overall terms, though the consumer sentiments towards marketing in India are found only moderately favourable, these turn out to be relatively much more favourable when compared with those of consumers in other countries.

Suggested Citation

  • Sanjay K. Jain & Parul Goel & Sonali Jain, 2024. "Understanding Consumer Sentiments Towards Marketing: An Investigation in Indian Context," Vision, , vol. 28(2), pages 210-224, April.
    • Handle: RePEc:sae:vision:v:28:y:2024:i:2:p:210-224
    DOI: 10.1177/09722629211027327
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    References listed on IDEAS

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    1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    2. John F. Gaski & Michael J. Etzel, 2005. "National Aggregate Consumer Sentiment toward Marketing: A Thirty-Year Retrospective and Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 859-867, March.
    3. Sanjay K. Jain & Manju Bhatia, 2007. "Market Orientation and Business Performance: The Case of Indian Manufacturing Firms>," Vision, , vol. 11(1), pages 15-33, January.
    4. John Gaski, 2008. "The Index of Consumer Sentiment toward Marketing: Validation, Updated Results, and Demographic Analysis," Journal of Consumer Policy, Springer, vol. 31(2), pages 195-216, June.
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