Dr. The Effects of Unethical Marketing Practices on Nigerian Economy and the Quest for National Development

The Effects of Unethical Marketing Practices on Nigerian Economy and the Quest for National Development


  • Bello Ayuba University of Abuja




Keywords: Marketing Practice, National Development, Nigerian Economy, Unethical Conduct.



The main objective of the study is to examine the effects of unethical marketing practices on the Nigerian economy. As part of the methodology both primary and secondary sources of data were used. The data were analysed using Descriptive Statistics, Chi – square and Regression Analysis to test the formulated hypotheses which reveals that, “unethical marketing practices affects the country’s economy in the areas of economic growth such as decline in GDP, Increased inflationary activity, decline in patronage leading to closure of factories and plants and subsequently, unemployment, as well as bribery and corruption, poor infrastructure and the lack of innovative entrepreneurship skills”. The findings also, reveal that the socially irresponsible actions of some Nigerian business managers cause environmental degradation of some basic needs in the course of marketing activities through air pollution, land pollution and water pollution resulting to huge waste of solid, liquid and gaseous substance which threaten societal well-being. Among the major recommendations are the need for Federal government to ensure that business regulatory bodies are alive to their responsibilities by ensuring that adequate laws with stiffer penalties on violations of marketing ethics are strengthened to help in combating all the unethical marketing practices bedevilling the Nigerian society. The study concludes that marketers should note that they are responsible for most of the activities necessary to create more customers; they should know that customer’s satisfaction should be the ultimate goal of any marketing activity and this must be achieved through enhancing societal well-being by being ethical and socially responsible in their marketing activities by shunning all those practices that are deceptive, exploitative and dangerous to human life.




Ahluwalia, R., R. E. Burnkrant and H. R. Unnava (2000). Consumer Response to Negative Publicity: The Moderating Role of Commitment, Journal of Marketing Research 37, 203–214.
Aikaterini Vassilikopoulou, George Siomkos, Chryssoula Rouvaki (2008). The Ethical and Unethical Dimensions of Marketing. Management Review: An International Journal Vol. 3, No. 2.
Alexander, E. C. (2002). Consumer Reactions to Unethical Service Recovery, Journal of Business Ethics 36(3), 223–237.
American Marketing Association Statement of Ethics (2004).
Anderson, EW, Fornell, C & Mazvancheryl, SK (2004). Customer Satisfaction and Shareholder Value‟, Journal of Marketing, Vol. 68, pg; 172–185.
Ayozie, D.O. (2013). The Current Ethical Challenges in the Nigerian Commercial Banking Sector’. Global Journal of Management and Business Research, Vol 13, no.10, Version 1.0.
Ayuba, B. and Aliyu, I.A. (2018). Unethical Business Practices in Nigeria: Causes, Consequences and Control, International Review of Business Research Papers Vol. 14, No. 2 (September).
Ayuba, B. (2018). “The Effects of Unethical Marketing Practices on Nigerian Economy and the Quest for National Development”. Unpublished Seminar Paper presented at the 12th National Conference on Leadership, Security and National Development Organized by the Academy of Management Nigeria at Nile University of Nigeria on 24-25 October.
Barnett, T. (2001). Dimensions of Moral Intensity and Ethical Decision Making: An Empirical Study, Journal of Applied Social Psychology 31(5), 1038–1057.
Basil, G. (2006). Unethical Marketing Practices by Petroleum Marketers In Nigeria, British Journal of Marketing Studies Vol.4, No.5, pp.37-50.
Bejou, D., C. T. Ennew and A. Palmer (1998). Trust, Ethics, and Relationship Satisfaction, International Journal of Bank Marketing 16, 170–175.
Campbell, M. C. (1999). Perceptions of Price Unfairness: Antecedents and Consequences, Journal of Marketing Research 36, 187–199.
Chauhan, V & Limbad, S. (2013). Measuring Customer Satisfaction of McDonald’s Fast Food Restaurant, International Journal of Management, IT and Engineering, Volume 3, No.8.
Consumer Protection Council (2014). Consumer Rights’, available online at www.consumerawarenessinternational.org
Crane, A. and J. Desmond (2002). Societal marketing and morality, European Journal of Marketing, 36(5/6): 548-569.
Drucker, P.F. (1973). The Practice of Management. New York: Harper and Row Publishers.
Ebitu, E. T. (2014). Consumer rights, consumer protection and public policy in Nigeria: A critical review, International Business Research Journal. 7(12), 120-127.
Frey, B. F. (2000). The Impact of Moral Intensity on Decision Making in a Business Context, Journal of Business Ethics 26, 181–195.
Ijewere, A. A. and Obeki, S. O. (2011). Consumerism in Nigeria. JORIND 9(2) December. ISSN 1596-8308. www.transcampusorg, www.ajoi.info/journals/jorind.
Jobber, D. (1998). Principles and Practice of Marketing, McGraw Hill, U.K
Jones, T. M. (1991). Ethical Decision Making by Individuals in Organizations: An Issue-Contingent Model, Academy of Management Review 16, 366–395.
Kotler, P. and Armstrong, G. (2009). Principles of Marketing. New York: Prentice Hall International.
Kotler, P. (2003). Marketing Management, P.P. Singapore Ltd. India
Kotler, P. (2000). Marketing Management: the Millennium Edition, 10th edition, Prentice Hall, Upper Saddle River, NJ, USA.
Kennedy, E.J. and L. Lawton (1993). Ethics and services marketing, Journal of Business Ethics, 12 (October): 785-795.
Malliaris, P. (2001). Introduction to Marketing, Stamoulis Publications, Athens.
Muralikrisha, K. K. & Venkata, R. D. (2006). Studies on exhaust emissions of catalytic coasted spare ignition engine with adulterate Gasoline. Journal on Environmental Science Engineering 48(2), 97-102.
Nantel, J. and W.A. Weeks (1996). Marketing ethics: is there more to it than the utilitarian approach? European Journal of Marketing, 30(5): 9-19.
Nigeria Economic Recovery and Growth Plan: 2017-2020, ‘A publication of the Federal Ministry of Budget and National Planning’, Federal Republic of Nigeria.
Oliver, R. L. and J. E. Swan (1989). Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach, Journal of Marketing 53, 21–35.
Piacentini, M., L. McFadyen and D. Eadie (2000). Corporate social responsibility in food retailing, International Journal of Retail & Distribution Management, 28(11): 459-469.
Rao, C.P. and A. Singhapakdi (1997). Marketing ethics: a comparison between services and other marketing professionals, The Journal of Services Marketing, 11(6): 409-426.
Rest, J. R. (1986). Moral Development: Advances in Research and Theory. Praeger, New York, NY.
Rhea Ingram Steven J. Skinner Valerie A. Taylor (2005). Consumers’ Evaluation of Unethical Marketing Behaviors: The Role of Customer Commitment, Journal of Business Ethics, 62: 237–252.
Siham, B. (2013). Marketing mix: An area of unethical practices. British Journal of Marketing Studies. 1(4), 20-28.
Singer, M. S. (1996). The Role of Moral Intensity and Fairness Perception in Judgments of Ethicality: A Consumers’ Evaluation of Unethical Behaviors Comparison of Managerial Professionals and the General Public, Journal of Business Ethics 5, 469–474.
Singer, M. S. and A. E. Singer (1997). Observer Judgments about Moral Agent’s Ethical Decisions: The Role of Scope of Justice and Moral Intensity, Journal of Business Ethics 16, 473–484.
Szymanski, D. M. and D. H. Henard (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence, Journal of the Academy of Marketing Science 29, 16–35 (Winter).
Trevino, L. K. (1986). Ethical Decision Making in Organizations: A Person-Situation Interactionist Model, Academy of Management Review 11, 601–617.




How to Cite

Ayuba, B. (2019). Dr. The Effects of Unethical Marketing Practices on Nigerian Economy and the Quest for National Development: The Effects of Unethical Marketing Practices on Nigerian Economy and the Quest for National Development. Archives of Business Research, 7(6), 171–180. https://doi.org/10.14738/abr.76.6716