Investigating the Consumer Alienation Model in Iran ’ s Market place

In Current survey Allison’s Consumer Alienation from Market place is evaluated in Iran’s environment. Tehran as capital of Iran has chosen as target of cluster sampling. Collected data analyzed with Exploratory Factor Analysis by means of SPSS 19 and and confirmatory factor analysis via Lisrel. Alison’s scale has 4 factors and 35 items by default, after data processing, extracted factors has ended to same 4 factors and 17 items. The rest of the study is organized as follows: In introduction, a brief review of consumer alienation. Materials and Methods is describes, Allison’s point of view and scale, the methodology of this research and presents the proposed approach besides, the data/population for validating the model is discussed there and next approach is validated and implemented using real market data. Significant findings are indicated in results and in discussion the results of current survey is compared with two most important similar studies. Conclusion summarizes the study and talks about and future study. Eventually, Table 1 is added.


INTRODUCTION
The generally accepted definition of the concept of alienation in social sciences would seem to that alienation is a state of perceived oneself as being socially apart from society (Bearden and Mason, 1983).Researchers have assumed that alienation propose a unique sociological vehicle for investigating consumer marketplace problems and discontent.As such, alienation appears to be a potentially useful area of research for identifying factors associated with consumer dissatisfaction (Lambert, 1980).
One of the issues surrounding alienation on which nearly all sociologists agree is that "alienation is a psychologist state of an individual" (Clark, 1959).Its measurement is most always based on the "presence of certain attitudes and feelings" (Kanungo, 1979).Rooted in sociology and social psychology, alienation is a feeling of separation or estrangement from institution, person, value(s), or society in general (Wright and Martin, 1987) and also Nettler describes the alienated person as one who has been estranged from, made unfriendly toward, his society and culture it carries" (Nettler, 1957).The concept of alienation remains contentious and controversial in behavioral science, especially regarding a possible theory of alienation.However, consensus does rule on some points (Gaski and Ray, 2004): Alienation involves a relationship between an individual or group and some aspect of the environment.This relationship is one of undesirable separation.Alienation refers to a subjective state that may be amenable to measurement.(Gaski and Ray, 2004).Consumer alienation from market place has been addressed mainly on a theoretical level.(Allison, 1978).Fromme sees the "marketing orientation" as the basis for all alienation (Fromm, 1990).The fact that monetary value is placed on so many aspects of man's existence is to him the "hallmark" of alienation He believes the economic system is responsible for the feelings of alienation that individuals experienced as consumers.As Lambert said: Defining alienation can help "identify basic sources of discontent" and can be a useful tool to "business in developing and directing affirmative action's and to mitigate the problems of consumerism" (Lambert and Kniffin, 1975).Alienation has been linked to marketing for decades and (Allison, 1978) was pioneering in measurement of consumer alienation, defines as feeling of separation from the norms and value of market institutions, practices, or one's self in consumption role.
Hilger further contemplated alienation and the consumer (Hilger and Dahringer, 1982).Her measure of social alienation was a combination of statement taken from Dean and Middelton (Middleton, 1963).Each of the five statement was thought to tap a different dimension of alienation: powerlessness, meaninglessness, normlessness, social isolation and self-estrangement (Seeman, 1959).
Consider current economic situation of the world, especially Middle East and more exclusively Iran societal pathology, certainly large segments of the population who (Gaski and Ray, 2004).
The aim of this study is to investigate the consumer Alienation model in current socio-economic situation of Iran by means of Allison's scale of alienation.

MATERIALS AND METHODS
In order to evaluate consumer alienation model, as (Allison, 1978) describes-and his scale's items reflects-the syndrome of alienation was conceptualized initially on the basis constructs of powerlessness, normlessness, meaninglessness and social isolation.
Powerlessness is defined as feelings held by consumers that they are unable to help determine market practices, an inability to control the market environment or events within the marketplace.Normlessness within the market system is represented by a distrust of business and market practices, often manifested in unclear standards for buyers.Social isolation from the market place is characterized by feelings of estrangement from the institutions, practices and outputs of the commodity market system.Feelings of self-estrangement arise from an inability to identify with behavior traditionally associated with the consumption role (Allison, 1978;Bearden and Mason, 1983).These definitions are based largely on the classical theory of Durkheim (1897), Seeman (1959), Weber (1968), Marx (1972) and Tannies (2002).Allison's (1978) scale items-which initially was formed from Dean's (1961) subscales of powerlessness, normlessness, meaninglessness and social isolationappraised using 35 item inventory statements developed and validate by (Allison, 1978).Each statement in the scale was followed by a 5 place Likert scale (5 = strongly agree, 4 = agree, 3 = neutral, 2 = disagree, 1 = strongly disagree).The questionnaire was allocated to 4 sections the consumer alienation measure consisted of Dean's subscale.Reliability and validity of Dean's index are reported by (Robinson et al., 1991;Miller and Salkind, 2002).But in order to reassuring, the internal consistency of measurement instrument accessed via Cronbach's coefficient alpha, as it shows in Table 1, the result is near 1 and it is a proof of reliability of measurement instrument.
The questionnaire was originally designed in English and then translated in to Persian (common language of Iranians).Translated questionnaire reviewed by 24 marketing experts in order to confirm content validity.
The scale items were chose originally to reflect powerlessness, normlessness; social isolation and self estrangement, factors representing each of these variants of alienation were anticipated to appear.The 35 items were factor analyzed based on quota sample of 307 Iranian individuals.Exploratory Factor Analysis (EFA) which is a complex, multi-step process, was applied to evaluate Consumer alienation in Iran Market place.EFA, traditionally, has been used to explore the possible underlying factor structure of a set of observed variables without imposing a preconceived structure on the outcome (Child, 1990).By performing EFA, the underlying factor structure is identified (Suhr and Colorado, 2006).The first step when performing a factor analysis is to assess the suitability of the data for factor analysis.This involves inspecting the correlation matrix for coefficients of 0.3 and above and calculating the Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) and Barlett's Test of Sphericity (Ferguson and Cox, 1993).This information can be obtained from SPSS in the same analysis as used for Factor Extraction (Table 3).

KMO and Bartlett's test:
As it obvious in Table 3 KMO value is above 0.6 and the Bartlett's Test of Sphericity is significant and therefore it is concluded the factor analysis is appropriate.The second step involves determining how many underlying factors there are in the set of variables.
The Communalities table (Table 4) shows the proportion of each variable's variance that can be explained by the factors.The extractions table (Table 5) shows, all extracted factors have a acceptable function in indication of variables.The goal of factor extraction is to identify the number of latent dimensions (factors) needed to accurately account for the common variance among the items.(Reise et al., 2000) Considering Table 5 the components that have an eigen value of 1 or more is considered to determine how many factors to extract.As it's showed in Cumulative % column first 17 factors components explain a total of 63.916% of the variance.
The initial factor extraction in an EFA produces orthogonal variables that are often not readily interpretable.Thus, after the initial extraction, a typically rotation will change the factor pattern to a psychologically interpretable position (Thurstone, 1947).Simply stated, simple structure implies that items load highly on one or perhaps two factors and have near zero loadings on the remaining factors (Reise et al., 2000).
In the Rotated Component Matrix (Table 4) the loading of each of variables on four factors are selected.
The primitive loadings second component or (Self Estrangement) was 2 items: For the last component (Powerlessness) there was one prominent item which was: the following of questionnaire which it goal is the component of powerlessness: C People are unable to help determine what products will be sold on stores.
Considering the highest loading on each of the components, the nature of underlying latent variable represented by each component was identified and they are present as follows:

DISCUSSION
Alison scale of Consumer Alienation generated from an initial pool of 115 items with each item developed to reflect a specific variant of consumer alienation, but as a result of a review by 35 judges the pool was reduced to 50 items.The 50 items were then factor analyzed absed on a 368 individual sample, the expected four-factor structure did not hold, so consumer alienation was reconceptualized and redefined as feelings of sepration from the norms and values of the marketplace as it consider in current study.The final 35-item scale was observed to possess high reliability and high test retest reliability, Allison also provides evidence of construct validity (Allison, 1978).
Further analysis of the scale by (Bearden and Teel, 1983) suggests that the scale is actually comprised of three factors, representing, C Business ethics, or beliefs about the ethical behavior of business C Informed choice, or opinions about the usefulness of more information C Personal norm, or attitudes about one's personal norms about consumption The length of the scale was also reduced to 22 items.Further validity testing of the shortened measure by (Bearden and Teel, 1983) lends additional support to the validity of the scale.
But in current investigation results shows, Alison's consumer alienation scale can determine alienation of Iranian consumers with the same components of Powerlessness, Normlessness, Social Isolation and Self estrangement but there is a different; the items are reduced in Iran's market place.According the results of Exploratory Factor analysis only 17 items have an eigen value of 1 or more and also it's necessary to mention that the first most effective component is powerlessness and Normlessness, Social Isolation and finally Selfestrangement respectively, as it shows in Table 7 which is summarized the construct correlations, Average Variance Extraction and composite reliability.

CONCLUSION
The current study evaluated Alisons scale's of consumer alienation in Iran market place, the scale has been tested using exploratory and confirmatory factor analysis on a sample of 307 Iranian consumers.The results reveal that Alison's scale could provides a good explanation of alienation of Iranian consumers with the same component of Powerlessness, Normlessness, Social Isolation and Self estrangement, but with less (it was 17 items extracted) items.Of special significance it was found that Powerlessness plays a more important role in forming alienation of Iranian consumers.
Current Iran's economy, political and as a result social situation has a great impact on consumer's different attitudes especially alienation, as a suggestion for future research evaluating the economical and political on consumer alienation could be a effective help to improve the scale.

C:
SE6After making a purchase I often find myself wondering "why."C SE5: I often feel frustrated when I fail to find what I want in the store.There are five items extracted for indicating the third component (Normlessness): C N13: Advertising usually presents the true picture of the product.C N12: Most Claims of product quality are true.C N5: Products are designed to wear out long before they

Table 6 :
Calculated by authors

Table 7 :
Lisrel result-calculated by authors