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Telemarketing - a bane or a boon for companies? An assessment of Indian customers' attitude and perception towards telemarketing

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Abstract:

In spite of the growing use of telemarketing by companies, it can be an affront to personal privacy or could be an opportunity depending on the attitudes of customers towards telemarketing. The purpose of this paper is to understand the attitudes of Indian consumers towards telemarketing and related issues. The study was conducted using the personal survey method from a sample of 400. The major findings of the study depict the attitudes of customers towards telemarketing related to 5 areas out of which 2 factors were found to have a positive effect on customers' purchase intention and 3 were found to have a negative effect. Consequently two segments of customers were identified: Conformists and Defectors. Findings also show that customer awareness regarding misuse of information provided by them is high while their awareness related to regulations governing telemarketing in India is low.

Keywords: CONSUMER PERCEPTION; CUSTOMER ATTITUDE; DATA PROTECTION; PRIVACY; TELEMARKETING

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539209X469335

Publication date: September 1, 2009

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