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Summary Marketing and quality of life (QOL) literature is reviewed to conceptualize a model of the impact of marketing activity on QOL. This model outlines how the four elements of the marketing mix affect the life domain of shopping, dealing with the acquisition, possession, use, and consumption of goods. In turn, four strategic considerations/indicators connecting this life domain with QOL are identified: the four A's linking marketing with QOL -i.e., appearance of goods in the market, and awareness, availability, and affordability of goods for consumers. A large-scale field study in urban and rural Romania, a country undergoing rapid marketization, was conducted to test hypotheses and to validate secondary data findings relating availability and affordability of goods with QOL for urban and rural consumers. The findings support the predictions that availability and affordability are positively related to QOL. Secondary data findings concerning changes in the availability and affordability of goods and services, and hypotheses concerning changes in the QOL in Romania between the years 1989 and 1993/1994 were also validated and supported. The findings indicate that availability has improved during this period, whereas afford-ability has decreased. Overall, as hypothesized, these changes have resulted in the deterioration of QOL in Romania in today's marketizing economy, as compared to the planned economy, before the revolution. Finally, urban versus rural differences in the impact of marketization in terms of changes in the availability and affordability and in QOL are also studied.
Manrai et al. (Mon,) studied this question.