The Love of Money, pressure to Perform and Unethical Marketing Behavior in the Cosmetic Industry in Uganda
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Date
2011
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Marketing Studies
Abstract
The purpose of the study was to examine the relationship between love of money, pressure to perform and
unethical marketing behavior in the cosmetic industry in Uganda. The methodology was cross-sectional and
correlational. A questionnaire was administered to collect data on a sample of 169 marketers selected randomly
from five cosmetic companies in Uganda. Results indicate that if the salespersons are willing to perform
unprofessional assignments for monetary gain or if they have a burning desire for success regardless of how they
should succeed, this is bound to result into unethical marketing behavior. Furthermore, the present study reveals
that as pressure to perform increases through the achievement of targets and deadlines, unethical behavior
increases and moves in the same direction as a result of the effect. Unrealistic targets combined with fixed
deadlines promote and strengthen unethical marketing behavior. Thus love of money through its components,
Success, Motivator, Evil, Budget and Equity can be moderated by management control - as management control
improves, unethical marketing behavior is minimized. Even if the cosmetics industry in Uganda is very much in
its infancy with only five manufacturers and this may limit generalizability, this study argues that companies
should employ staff with good working experience in the marketing profession and there should be continuous
staff screening of their behaviors over the years. Company image should be a top priority and management
should design targets that are realistic to avoid continuous reported unethical behaviors among their staff.
Description
Keywords
Money, Pressure to perform, Ethics, Cosmetics, Uganda
Citation
Nkundabanyanga, S. K., Omagor, C., Mpamizo, B., & Ntayi, J. M. (2011). The love of money, pressure to perform and unethical marketing behavior in the cosmetic industry in Uganda. International Journal of Marketing Studies, 3(4), 40-49. http://dx.doi.org/10.5539/ijms.v3n4p40