Journal of Business & Retail Management Research最新文献

{"title":"The impact of mobile banking on the adoption of banking products and services in South Africa, using the technology acceptance model","authors":"Moshele Koenaite, T. Chuchu, Marike Venter de Villiers","doi":"10.24052/JBRMR/V13IS03/ART-09","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS03/ART-09","url":null,"abstract":"","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126398188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A study of interrelation of psychological factors and demographic variables and its impact on compulsive buying behavior: A Marketing Perspective.","authors":"A. Suresh, A. Biswas","doi":"10.24052/JBRMR/V13IS03/ART-06","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS03/ART-06","url":null,"abstract":"Garnering insights into the relation between the general demographic variables such as age, gender, occupation status and psychological imbalances of anxiety, depression, self-esteem levels and loneliness and their subsequent influence on compulsive buying levels in an individual from the marketing perspective was the impetus and main motivation behind undertaking this study. Study was conducted over a 7-month period with a balanced homogeneous mix of randomly chosen respondents belonging to various occupations, ranging from an age band of 20 to 35 years. They were then administered a 5-Point Likert Scale questionnaire that incorporated demographic as well as psychological variables of loneliness, self-esteem, depression and anxiety. Responses were analyzed using frequency Analysis, principal component analysis, linear regression and cross tabulation to derive insights. The study revealed that along with loneliness, which was a major constituent, occupation type and marital status also significantly contributed in determining whether or not an individual would be compulsive in his or her purchase behavior. The study is significant as it discusses Compulsive Buying Behavior from a marketing perspective in a developing young economy such as India and discusses the implications of the findings as well. Corresponding author: A. S. Suresh Email addresses for the corresponding author: suresh.a@christuniversity.in First submission received: 16th May 2018 Revised submission received: 10th August 2018 Accepted: 6th December 2018 1. INDIA – Moving towards an Acquisitive Future – Myth or Fact India, one of the world’s largest economies is slowly yet steadily moving towards an acquisitive future. This statement may be bold but not unfounded and is rather grounded in reality. Reports from the World Bank as recent as 2016, using the world development indicators shows that the household final consumption per capita has been slowly witnessing a steady growth since the 60s. The graphical representation of the same has been mentioned below which shows this rise. Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 3 April 2019 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 59 Figure 1: Household final consumption expenditure per capita (1960 – 2016) Source: World Bank national accounts data, and OECD National Accounts data files. Middle class of the Indian society is aspiring to grow and lead a better life style that can help reach a level of societal reputation. Today reports from firms such as IBEF as well as KPMG and EY show that India is experiencing a retail boom and the main reason behind this boom is that the consumers are increasingly becoming brand aware as well as with a growing disposable income at hand they are free to buy at their own will. IBEF, in fact reports that with increasing investments through Cumulative FDI in retail which was around US$ 1,141.5 million as of December 2017, it is evident ","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130020539","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Determinants of Thai Airways passenger trust: A structural equation model analysis","authors":"suchat lainamngern, S. Sawmong","doi":"10.24052/JBRMR/V13IS03/ART-05","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS03/ART-05","url":null,"abstract":"The authors undertook a study to investigate how customer relationship management (CRM), perceived service quality (PSQ), perceived risk (PER), and passenger expectations (PE) affected Thai Airways passenger trust (PT). The research instrument developed for the survey consisted of a questionnaire which used a seven-level agreement scale for the seven-part, 39 survey items. The study conducted both a confirmatory factor analysis (CFA) and a structural equation model (SEM) to analyze the 565 Thai Airways survey respondents’ answers. A latent variable path analysis was performed using the LISREL 9.1 software program, with the model found to be consistent with empirical data. The causal factors in the model had both a positive and negative influence on the Thai Airways passenger trust, which can be explained 51% of the variance (R2) in passenger trust (PT). The variables ranked in importance included perceived service quality (PSQ), customer relationship management (CRM), passenger expectations (PE), and perceived risk (PER), which had total values of 0.89, 0.76, 0.61 and -0.36, respectively. Corresponding author: Suchat Lainamngern Email addresses for the corresponding author: suchat.numngern@gmail.com First submission received: 1st September 2018 Revised submission received: 5th October 2018 Accepted: 6th December 2018 1.0. Introduction On March 29, 1960, Thai Airways International Public Company Limited was established by the Thai government, as a joint venture (JV) between Thailand’s domestic air carrier, Thai Airways Company (TAC) and Scandinavian Airlines System (SAS) (Thai Airways Annual Report, 2017). Initially, the company was registered as a limited company with TAC holding a 70% share, while SAS held a 30% share. On March 30, 1977, the JV came to an end when SAS transferred all of its shares to TAC, after which the airline raised further capital by selling its shares to Thailand’s Ministry of Finance. On April 1, 1988, the domestic commercial air travel operations were merged with TAC, with the Ministry of Finance becoming the major shareholder. This was followed by the carrier becoming listed on the Stock Exchange of Thailand (SET) on July 19, 1991, through the conversion of its retained earnings into capital. Today, the national carrier is serving over 80 worldwide destinations. Along with the expansion and public listing of the Kingdom’s national carrier Thai Airways, came the explosive growth in international tourism. According to statistics from the Airports of Thailand (AOT), AOT handled 129.2 million passengers in 2017, an increase of 121.7 million in 2016 (The International Trade Administration, 2018). Additionally, there were 823,575 aircraft movements (takeoffs and landings) in 2017, an increase from 790,194 in 2016. Air cargo movements also showed a significant increase, rising to 1.60 million tons in 2017 from 1.45 million tons in 2016. Commercial aviation, therefore, is a crucial sector for a nation's economy, with internation","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125791871","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Working capital management and performance in manufacturing sector of Pakistan","authors":"Muhammad Mahmood Shah Khan, Rubeena Tashfeen, S. Saghir","doi":"10.24052/JBRMR/V13IS03/ART-07","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS03/ART-07","url":null,"abstract":"","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"13 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116352550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Customer experience in the process of e-banking service recovery through the moderation role of customer personality","authors":"Badawi, Wiwi Hartati, Errie Margery, P. N. Indah","doi":"10.24052/JBRMR/V13IS03/ART-03","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS03/ART-03","url":null,"abstract":"This research tests and analyse the influence of customer’s prior experience toward procedural justice and interactional justice perceived by customer toward the process of service recovery through the moderation role of customer personality in the e-banking service on three state-owned banks in West Java, Indonesia. The respondent of this research is e-banking customer in three banks (BRI, BNI, and BTN) in West Java, Indonesia with 300 respondents. The analysis technique that is used is Structural Equation Modeling (SEM). The research result proves that: (1) there is a positive and significant influence of customer’s prior experience toward interactional and procedural justice, (2) customer’s experience moderates the influence of customer’s prior experience toward interactional and procedural justice. This research result provides theoretical contribution toward the development model of customer’s prior experience in the process of service recovery on e-banking service with the moderation variable of customer personality. Besides, this research finding is also useful for e-banking service in Indonesia as a strategy to decide service recovery that provides sense of justice as the key to customer satisfaction. Corresponding author: Badawi Email addresses for the corresponding author: badawiumc2018@gmail.com First submission received: 8th October 2018 Revised submission received: 6th December 2018 Accepted: 14th December 2018 Introduction The role of information technology on banking industry services is a banking system supported by information technology. The growing and complexity of the facility applied can provide ease of service for customers (Muafi., Suwitho., Purwohandoko., and Salsabil, 2017). Currenly, almost all products in the banking fincance industry use information technology. This has an impact on the high competition with various services. Banking service industry has a high level of involvement between customer and employee. This does not close the possibility of errors or failures in the service and efforts to meet the expectations of all customers (Badawi, Tjahjono & Muafi, 2017). Service failure occurs when customer’s expectation is not met by the company or service provider (Sholeh, 2014). No matter how good the services the company gives to its customers, there is still the possibility of companies making mistakes in meeting the expectations of customers who tend to be more demanding; and then reduce their loyalty (Nikbin., Ismail., & Marimuthu. 2010). Service failures generate dissatisfaction and lead to customer losses (Chelminski& Coulter, 2011) such as the disconnected relationship of customer with the company, brandswitching, and negative word-of-mouth recommendation (Andreassen, 2000). Customer personality traits are a basis to understand a number of differences in customer behavior (Adams. 2001).Several prior Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 3 April 2019 www.jbrmr.com A Journal ","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116999865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of demographic factors on supermarket shopping motivations in South Africa","authors":"Eva Nkgome Mahlangu, K. M. Makhitha","doi":"10.24052/JBRMR/V13IS03/ART-02","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS03/ART-02","url":null,"abstract":"The changing retail environment necessitates a need to manage supermarkets effectively by understanding shopping motivations in order to attract shoppers and remain competitive. The purpose of this research was to determine the factors that motivate shoppers to visit and buy from certain branded supermarkets. In addition, to determine if there is any relationship between shoppers’ demographics and shopping motivations. The survey reached 3494 shoppers online of whom 104 responded. The data were analysed using Statistical Package for Social Sciences (SPSS), version 24 for Windows. The findings of the study revealed that shoppers visit specific branded supermarkets for gratification shopping, value shopping, to search for good service and product quality, social shopping and brand hunting. In addition, the findings indicated that gratification shopping and shopping for good service and product quality are significantly affected by gender. Furthermore, the findings revealed there is a significant difference among age groups regarding gratification and social shopping. Moreover, the study found that there is a significant difference among monthly income groups regarding value shopping, social shopping and brand hunting. The findings of this study provide insights for both researchers and retailers to gain a better understanding of supermarket shopping motivations and the relationship between shoppers’ demographics and shopping motivations. Corresponding author: Ms Eva Nkgome Mahlangu Email addresses for the corresponding author: emahlaen@unisa.ac.za First submission received: 21st May 2018 Revised submission received: 8th August 2018 Accepted: 27th September 2018 Introduction The number of supermarkets in South Africa have increased rapidly over the past years. Battersby and Peyton (2014), and Beneke, Hayworth, Hobson and Mia (2012) have identified several factors such as the rise of the middle class, economic expansion and changes in consumer preferences that have contributed to this growth. Das Nair and Chisoro (2015) and the GAIN report (2015) observe that supermarkets have not only grown but the layout and location of supermarkets have also changed. Location is important given that supermarkets have spread from large cities to small cities and eventually to rural areas and villages, targeting traditional, high-end, wealthy shoppers as well as new markets in low-income, rural communities (Battersby et al., 2014). Therefore, location is a motivational factor that shoppers consider when visiting a supermarket. Another motivation for shoppers to visit supermarkets is that they sell a wide range of grocery products at lower prices, therefore providing convenience and monetary value to shoppers. In addition, Van der Heijden and Vink (2013) state that supermarkets also make it convenient for shoppers by extending their offerings to include financial and cellular products and services. Shoppers use supermarkets as a serving point for the payment and purc","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126456905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Corporate Board and the Value of Diversified Public Listed Companies in Malaysia","authors":"U. Salisu, Zuaini Ishak, N. Sawandi","doi":"10.24052/JBRMR/V13IS03/ART-04","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS03/ART-04","url":null,"abstract":"This study examines the relationship between corporate board and firm value of diversified companies listed on Bursa Malaysia. It applies a multiple regression analysis on data collected from annual reports of the companies for the year 2017. The corporate board variables considered are board size, tenure of independence directors and the existence of risk management committee, while the value of firm is measured based on excess value. The results reveal that there is a negative relationship between tenure of independent directors, board size with firm value, while risk management committee maintains significant positive relationship with firm value. The study is supportive of the view that enhanced corporate governance practices contributes towards increasing firm value. Generally, this study provides new/additional insights for policy makers or regulators in improving the corporate governance policies in the future and main help in increasing understanding on the relationship between corporate governance practices and firm’s value. Corresponding author: Umar Salisu Email addresses for the corresponding author: umarsalisu2005@gmail.com First submission received: 14th July 2018 Revised submission received: 19th October 2018 Accepted: 1st November 2018","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126844836","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Factors influencing consumer behavior of women within the SPA & beauty sector: A case in the Kingdom of Bahrain","authors":"M. Al-Hashimi, shaikha mubarak aldhari","doi":"10.24052/JBRMR/V13IS04/ART-27","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS04/ART-27","url":null,"abstract":"Purpose: The purpose of this paper is to examine the behavior of women in Bahrain as consumers in the field of Spa & Beauty services. Design/methodology/approach: Sample of 384 is divided using a sampling ratio into the four main governorates of Bahrain and a combination of Chi-square & eta correlation along with Pearson product moment correlation is used. Findings: The study found that there is a significant relationship between all the demographical aspects of females except for education with behavior. It was also observed that self-expression along with achieving ideal self-image are highly perceived personal factors when selecting beauty and spa treatments, although null hypostasis with regard to personal, social, cultural, service criterion factors were accepted, it was found that demographics as an integral part of personal factors are significantly correlated to selection of spa services. The other groups of factors variables were also significantly correlated to the selection of the Spa service. Practical implications: This study suggested that Spa owners should fully recognize the factors that really contribute in shaping the behavior of consumers in the Spa industry such as the importance of complementary services as well as designing an ideal spa service mix that matches the needs and wants of women consumers in the Kingdom of Bahrain. Originality/ value: The study concurs with previous research conducted in the Spa industry, as it reflects that some aspects of women consumption behavior could be planned and predictable. Corresponding author: Mukhtar Al-Hashimi Email addresses for the corresponding author: mukhtaralhashimi@gmail.com First submission received: 12th April 2019 Revised submission received: 25th May 2019 Accepted: 29th May 2019 Introduction: Taking care of the overall human body has been a must for a long time starting from the early years of human existence. According to Tubergen (2002), the ancient women in the past took a good care of their beauty and skin by purely relying on healthy natural ingredients such as using the pearl powder in order to make their skin glowing, or the production of cosmetics by using copper, stones, water and oil to get dark colors. During the ancient age, in particular women focused on enhancing their look in order to gain superior rank in the society and to attract the good-looking and wealthy members of the opposite sex. This phenomenon of beauty care has never stopped to take place particularly among women segments all around the globe for years. The industry of beauty, cosmetics and services is booming significantly as consumers particularly women are putting more time, effort and money in order to look good. According to Newman (2006), even men are increasingly interested in preserving their looks just like women. He also states that the growth of the beauty services industry is reaching incredibly high levels that there is an equivalent of 10% growth in the beauty and personal care ser","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123716115","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Which consumer attributes influence South African consumers to shop online","authors":"K. Makhitha, L. V. Scheers, C. Mogashoa","doi":"10.24052/JBRMR/V13IS04/ART-29","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS04/ART-29","url":null,"abstract":"Technology advances such as Internet have changed consumers shopping behaviour and increased South Africa consumers online shopping in the last few years. The purpose of this research paper was to determine the consumer attributes that influence online shopping behaviour of South African consumers. The paper determines whether consumer attributes influencing online shopping differ across consumer demographic factors and frequency of purchase. Online shopping has been a topic of interest for many researchers in SA and globally. As online shopping gain momentum among consumers, it is important for online retailers to understand what influence consumers to shop online. This is more important for developing countries such as SA. The population for the study was SA consumers who have internet access. A convenience sampling method was used to reach 104 respondents in SA. Data was analyzed using SPSS version 24. Various statistical analysis such as descriptive statistics, factor analysis and Anova were used. The findings of the study revealed that consumers attributes: perceived ease of use, perceived usefulness and security have an influence on their online shopping behaviour. The conducted research also established that age of consumers, significantly influence on online shopping while gender, income and education level have no significant influence towards online shopping consumer behaviour. The attributes differ across the frequency of purchase with those frequently buying attaching more value to perceived ease of use and perceived usefulness of online shopping. Corresponding author: Khathutshelo Makhitha Email addresses for the corresponding author: makhikm@unisa.ac.za First submission received: 23rd October 2018 Revised submission received: 18th February 2019 Accepted: 22nd April 2019 Introduction Since its introduction in the early 1990s, the concept of online shopping has revolutionized how consumers shop (Rudansky-Kloppers, 2016) and therefore there is a need to understand how online consumer behave (Fayad & Peper, 2015). Globally consumers differ; as a result, their behaviour towards online shopping similarly varies. Furthermore, KPMG (2017:1) suggested that the frequency of online purchases varies from one country to another. Particularly developed countries such as UK, USA and China who are considered the leaders of online shopping (Mpinganjira, 2017:1). Although the use of internet technology in Africa is on the rise (Mpinganjira, 2017:1), the challenge remains that online shopping in developed worlds has advanced in contrast to developing countries like South Africa (SA) and much of the African continent (KPMG, 2017:1). Much of this lag in online shopping is attributed, among other factors, to a lack of internet access (Kempen & Kasambala, Toerien, 2015). However, although internet penetration in SA has risen remarkably (StatsSA, 2013; StatsSA, 2017), this has not translated into online shopping. This is further emphasised by Mpinganjira (","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128917707","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Does constant advertising change consumer attitude?","authors":"Mohammed Usman","doi":"10.24052/JBRMR/V13IS04/ART-25","DOIUrl":"https://doi.org/10.24052/JBRMR/V13IS04/ART-25","url":null,"abstract":"It is argued that advertising must be utilitarian, however the perception of viewers’ response indicate that it is far from the truth. This study investigates these issues from a consumer point of view and explores the attitudes and their perceptions towards Television advertising. For the last 25 years, there has been a massive spurt of television channels offering a plethora of programs are interceded by commercial breaks. This paper explores the attitudes of the viewer’s towards television advertising. The results indicate that the information content is very low, there is too much of falsity and deceptiveness. There is no effective regulation by regulatory authorities; and much of television advertising goes unnoticed by viewers. With all these negative perceptions about advertising, the viewer’s still feel that advertising is essential but not at the level that it is being telecast with so much frequency. The viewers also feel that advertising creates affluence attitude and leads to cultural degradation of society, but these issues have low priority. To conclude, advertising per se is not bad but an obsession by the advertisers will have a bad effect on the society. Corresponding author: Mohammed Usman Email addresses for the corresponding author: jscho@hufs.ac.kr First submission received: 18th March 2018 Revised submission received: 6th July 2018 Accepted: 17th September 2018 Introduction Exposure to television is almost inevitable in modern life (Russell and Lane 1996). In fact, television has changed our use of time far more than any other technological development (Robinson 1990). For many, watching television has become the main leisure experience (Davies and Rojas-Mendez: 2002). Despite the growing popularity of the Internet and computer games, television is still the primary electronic medium with which children engage (Roberts et al: 2005). In the United States, there are more TV sets than there are toilets (American Psychological Association, 1993). In India, a household may not have an independent toilet or own toilet but owns a television set. Television reaches more of an advertiser’s potential customers than does any other medium, and adults spend significantly more time with television than with any other medium (Television Bureau of Advertising, 2003). In recent years, the share of commercials has substantially increased. Arora (2009) quotes a market survey of 2001, which reveals that advertising has a direct influence on the consumption habits of 431 million people in India and an indirect impact on 275 million ‘aspirants’ from the lower income group. Attitude Towards AD (Aad) People are exposed to unfathomable depths of advertising. With repeated exposure to a phenomenon like television advertising, a person is said to form an attitude, which refers to a settled opinion or a way of thinking. An attitude is regarded as having two components: belief about a topic or a phenomenon followed by an evaluative factor (Lutz: 1985; M","PeriodicalId":236465,"journal":{"name":"Journal of Business & Retail Management Research","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125173947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}