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INTRODUCTION 1.1. Background Ethics plays a significant role in an individual's life and its role is more pivotal for a business, profession and progress of the society. As the need of ethics in each and every walk of life has been gaining momentum day by day, business ethics has also been gaining universal attention, particularly of business houses, business schools, consumer organisations, researchers, media etc. (Lau, 2010; Valenzuela et al., 2010; Freyne, 2009; Fernando, 2009; Oumlil and Balloun, 2009; Sharma and Sharma, 2009; Pettijohn et al., 2008; Desplaces et al., 2007 and Mc Cabe et al., 2006). This is due to more consumer awareness (Mulki and Jaramillo 2011), globalisation, competition and active role of consumer organisations, business associations, research institutes and the media (Yicel et al., 2009). In fact, the present period can be described as 'ethics era' (Smith, 1995) because ethics alone and no other regulation can regulate and protect the society.