MARKETING STRATEGIES TO EXTRINSICALLY MOTIVATE TAX PAYERS IN PAKISTAN

SYed Amir Saeed, Farzand Ali Jan

Abstract


This study tries to explore the appropriate marketing
strategies that could motivate tax payers extrinsically resulting in
willingness towards tax compliance. The study is qualitative in
nature, based on highly unstructured and open ended interviews.
The sample selected for the compilation of study included the business community holding valid National Income Tax Number (NTN), registered with the registration authorities.The qualitative data were processed in QSR Nvivo software that is developed for analyzing the qualitative information. Two codes were created resulting in nine codes including issues related to human resources, discrimination, threatening messages, prices of utilities, benefits, services, advertising, protection of copyrights and support for business. Based on the analysis of data, the study recommended marketing strategies that
could result in motivating the tax payer extrinsically to enhance tax morale and facilitate tax compliance.

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