THE EFFECTS OF ETHICAL BEHAVIOUR ON MARKETING MANAGERS

THE EFFECTS OF ETHICAL BEHAVIOUR ON MARKETING MANAGERS

(A CASE STUDY OF CADBURY NIGERIA PLC)

 ABSTRACT

Many modern organizations are today faced with numerous challenges such as illegal and unethical business practices in a number of business transactions. Most organizations have come up with codes of ethics in dealing with ethical issues challenging them.

This research project examines the effects of ethical behaviour on marketing managers with special reference to Cadbury Nigeria Plc. A hundred staff of Cadbury Plc. were sampled as a means of garthering data. Sixty were marketing managers and forty marketing executives.  The research uses a quantitative method with three hypotheses stated in the null form. The data gathered were analyzed with the use of Chi-square test statistics. Findings revealed that ethical behaviour of marketing managers has effects on the performance of an organization and that good ethical behaviour has a positive correlation with organizational performance. Suitable policy recommendations were proffered which decision makers in business organizations and government functionaries will find highly useful.    

  TABLE OF CONTENT

Cover Page                                                                                          i

Certification                                                                                        ii

Dedication                                                                                          iii

Acknowledgement                                                                              iv

Abstract                                                                                              vi

CHAPTER ONE

INTRODUCTION

1.0       Background of the Study                                                       1

1.1       Statement of Problem                                                             2

1.2       Purpose of the Study                                                              3

1.3       Research Questions                                                                 4

1.4       Statement of Hypotheses                                                        4

1.5       Significance of the Study                                                       5

1.6       Research Methodology                                                           5

1.7       Scope and Limitation of the Study                                        6

1.8       Definition of Terms                                                                7

            References

CHAPTER TWO

LITERATURE REVIEW                                                                          

2.1       Introduction                                                                            11

2.2       Culture                                                                                    13

2.2.1 Levels of Culture                                                                       19

2.2.1.1 High Context  Culture                                                                        21

2.2.1.2 Low Context Culture                                                              22

2.2       Cultural Dimensions                                                               23

2.3       Ethics                                                                                      27

2.4       Cultural and Marketers’ Ethical Decision                               32

2.5       Situation Influences                                                                34

2.6       Marketing Ethics to Managers                                                38

2.7       Ethical Behaviours of Marketing Managers                           40

2.7.1    Stages of Ethical Behavioural Changes                                  42

CHAPTER THREE

RESEARCH METHODOLOGY

3.1       Introduction                                                                            48

3.2       Sources of Data                                                                      48

3.3       Population and Sample Size                                                   49

3.4       Sampling Technique                                                                50

3.5       Research Instrument Design                                                   50

3.6       Research Questions                                                                 51

3.7       Re-Statement of Hypotheses                                                  52

5.8       Analysis of Data                                                                     53

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.0       Introduction                                                                            54

4.1       Personal Characteristics of the Respondents                          54

4.2       Responses of Respondents to the Problem Areas                  59

4.2.1    Responses from Marketing Managers                                     59

4.2.2    Responses from Marketing Executives and Sales Officers    62

4.3       Testing and Interpretation of the Hypotheses                        66

4.3.2    Hypothesis Two                                                                      69

3.3.      Hypothesis Three                                                                    71

4.4       Summary of Analysis                                                              74

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.0       Introduction                                                                            75

5.1       Summary of Findings                                                             75

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