The direct marketing-direct consumer gap: qualitative insights

Authors: Evans M.; Patterson M.; O'Malley L.

Source: Qualitative Market Research: An International Journal, Volume 4, Number 1, 2001 , pp. 17-24(8)

Publisher: Emerald Group Publishing Limited

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Abstract:

The need to explore consumer reactions to any form of marketing is central to the marketing concept and this paper reports part of an industry-funded project to investigate how consumers interact with direct marketing. The programme was qualitative, based on both individual depth interviews and group discussions. A theme of "paradox" emerged from the research in a variety of ways. Consumers generally take a pragmatic view of marketing activity, but at the same time they are sceptical of much direct marketing. The research identifies consumers' key concerns with direct marketing as: privacy, control and relevance. The resulting "gaps" between direct marketing practice and consumer expectations and desires produce clearer areas for the direct marketer to address.

Keywords: Direct; Marketing; Privacy; Consumer; Behaviour; Group; Discussion,market; Research

Language: English

Document Type: Research article

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