An exploratory study on the effect of morality, encouragement of good deeds and truthfulness appeal towards advertising practices by the restaurants in Dhaka City

Haque, Ahasanul and Rahman, Sabbir (2011) An exploratory study on the effect of morality, encouragement of good deeds and truthfulness appeal towards advertising practices by the restaurants in Dhaka City. International Journal of Contemporary Business Studies, 2 (6). pp. 6-17. ISSN 2156-7506

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Abstract

The purpose of this research is to figure out the significant factors that appear to advertising practices by the restaurants of Bangladesh in Dhaka city. A total of 300 questionnaires were distributed to the consumers of various restaurants in Dhaka city. Finally, 250 questionnaires became validated and tested for further statistical analysis. Apart from demographic analysis exploratory factor analysis (EFA) and multiple regressions were conducted for testing the hypotheses. Through the literature review three factors have identified. These are encouragement of good deeds, morality and truthfulness. Among all the important variables morality and truthfulness of advertising practices plays the most significant factor among the respondents followed by encouragement of good deeds. In addition most of the respondents confirmed that most of the restaurants do not practices decent advertisement and need more supervision by the higher authority. The paper applies knowledge from the area of Islamic advertising which offer a holistic view in understanding factors that are very significant to understand the advertising practices by the restaurant in Bangladesh. It is hoped that the findings of this study will assist the restaurant in what they can produce their services and how they want to promote their services as well to their target consumers’.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 14 Feb 2014 03:25
Last Modified: 14 Feb 2014 03:25
URI: http://shdl.mmu.edu.my/id/eprint/5199

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