Effect of sales and marketing culture on Consumer behavior in twin cities

Abstract

This study is focused mainly on identifying the effect of sales and marketing culture on consumer behavior in twin cities of Pakistan. This study has selected telecom sector of twin cities of Pakistan and targeted the employees of telecommunication firms to collect the data to be used within this study. This study has used sales culture and marketing culture as independent variables, whereas purchase intention and consumer satisfaction are used as dependent variables within this study. Research instrument used within this study for the collection of data from respondents has been the structured questionnaire. Various statistical instruments that are used primarily to identify the relationship between these variables includes descriptive frequencies, reliability, correlation, regression, ANOVA, coefficient etc. The results interpreted through correlation and regression by the help of SPSS software have shown the significant positive effect that sales and marketing culture has on consumer behavior in twin cities of Pakistan. The findings have explained that sales and marketing culture prove highly significant in influencing purchase intention and satisfaction of consumers. Based on the findings, it has been found that sales culture and marketing culture (independent variables) have significant positive impact on purchase intention and consumer satisfaction (dependent variables) in twin cities of Pakistan.