Marketing Ethics in South East Nigeria

• Post by: ams
• April 20, 2024
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Ogbuke, J. C., Ejionueme, N. & Nebo, G. N.

Abstract

The study was on the assessing marketing ethics in South East Nigeria. The specific goals include to: evaluate the effect of product safety on the marketing firms, determine the impact of pricing on the marketing of the product and ascertain the effect of product assortment on the marketing of the product in South East Nigeria. The area of the study was south east, Nigeria.  The study used the descriptive survey design approach. The primary source of data was the administration of questionnaire. The total population was three hundred and ninety four (394 employees).  The whole population was used due small number. Three hundred and fifty four (354) questionnaires were returned and accurately filled.  The validity of the instrument was tested using content analysis and the result was good. The reliability was tested using the Pearson correlation coefficient (r). It gave a reliability co-efficient of 0.78 which was also good. Data was presented and analyzed by mean score and standard deviation using Sprint Likert Scale.  For the test of the hypotheses, the data were analyzed using F- statistics (ANOVA) statistic tool. The findings indicated that Product safety had significant positive effect on marketing firms in South East, Nigeria F(95, n = 352), 224.701. P. <.05. Pricing had significant positive impact on the marketing of the product in South East, Nigeria F(95, n = 352), 161.971. P. <.05 and Product assortment had significant positive effect on the marketing of the product in South East Nigeria F(95, n = 352), 160.462. P. <.05.  The study concluded that Marketing ethics remains a complex area; although marketing practice has been brought into close conformity with prevailing ethical standards, marketing will be under pressure from organizational efforts to institutionalize formal ethics programs to satisfy stakeholder demands.  The study recommended among others that the quality staff of the Commission both state and federal level should be employed for product safety for consumer’s good health and to avoid a hazard.

Keywords: Marketing Ethics; Product Safety; Product Assortment