Business Owners’ Preferences in Marketing Practices and Their Impact on Firm Performance
International Journal of Economics Business and Management Studies, 1(1), pp. 30-35, 2012
6 Pages Posted: 4 Jun 2012 Last revised: 24 Apr 2016
Date Written: January 1, 2012
Abstract
This short paper is the extended part of Ghouri, et al. (2011) study. This paper presents the finding about the owners of restaurant and catering businesses marketing practices. This study showed their mindset about the marketing practices. The findings suggest that owners of restaurants and catering businesses practising advertising and pricing better as compare to overall results of previous study Ghouri et al. (2011). As owner are the whole and soul of the business and can visualize the business and its activities from the top, so he/she taking right decision regarding advertising and pricing activities of marketing. Overall marketing practices as perspective of owners are very influential on performance which indicated the owners’ will and believe about the marketing practices.
Keywords: Marketing Practices, Business Owners, Firm Performance, Karachi, Pakistan
JEL Classification: G32, H32, L11, L21, L25, L26, M3, M31
Suggested Citation: Suggested Citation