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Consumer Attitude toward Marketing and Subjective Quality of Life in the Context of a Developing Country

University of Wyoming

Ahmet Ekici

Bilkent University

The purpose of this research is to better understand Consumer Attitude toward Marketing (CATM) and how it relates to quality of life (QOL) in a developing country. Such sentiments toward marketing practice are core indicators of the marketing system's performance in delivering well-being to consumers during the first stage of the consumption process—acquisition. In this stage, the activities of businesses are set in high relief for consumers. As Douglas and Craig (2006) have noted how marketing is sadly neglected in developing countries, the Consumer Attitude toward Marketing (CATM) measures suggest how QOL-marketing might correlate with QOL in developing countries. Measures used in Gaski and Etzel's (1986) Index of Consumer Sentiments toward Marketing (ICSM) are enhanced and refined in this study of Turkish consumers. Using a confirmatory-factor-analysis approach, these measures are then used to derive a second-order factor representing CATM and to assess its nomological relationship with subjective quality of life (QOL).

Key Words: consumer attitude toward marketing • sentiments toward marketing • consumer well-being • quality of life

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