The burgeoning consumerism in emerging market economies has significant implications for both multinational corporations and local companies. Based on a survey in four cities in China, this study examines the effect of consumer beliefs and attitudes towards marketing on satisfaction. The results suggest that attitudes towards marketing activities and their beliefs about marketing have significant effect on consumer satisfaction, but these effects are not uniform across marketing mix variables. Implications for future research and marketing operations in Emerging Markets are explored.
Chan, T. S., & Cui, G. (2002). Consumer beliefs and attitudes toward marketing: An emerging market perspective (HKIBS Working Paper Series 051-012). Retrieved from Lingnan University website: http://commons.ln.edu.hk/hkibswp/37