EXECUTIVES ATTITUDES TOWARD CONSUMERISM AND MARKETING - AN EXPLORATION OF THEORETICAL AND EMPIRICAL LINKAGES IN AN INDUSTRIALIZING COUNTRY

This study examines the similarities and differences in the attitudes of marketing and nonmarketing executives towards marketing practices, consumerism, and government regulation in India. Research in the areas of consumerism, organization theory, strategy, and marketing are used to develop the hypotheses. The results reveal a high level of skeptic ism regarding the operating philosophy of business, discontent with ma rketing practices, and support for consumerism movement among executiv es in both groups. The study results provide partial support for the h ypotheses that compared to nonmarketing executives, marketing executiv es will be more defensive of the prevailing marketing practices and le ss favorably disposed towards consumerism, price controls, and greater government regulation of marketing practices. Managerial and public p olicy implications of the study are examined.