Users’ Perception of Telemarketing as a Direct Marketing Technique : Current School News

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Users’ Perception of Telemarketing as a Direct Marketing Technique by Selected Mobile Telecoms Operators in Nigeria

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Users’ Perception of Telemarketing as a Direct Marketing Technique by Selected Mobile Telecoms Operators in Nigeria.

ABSTRACT

The use of telemarketing as a direct marketing technique by mobile telecommunications operators in Nigeria has generated concerns from mobile subscribers who have constantly complained about the indiscriminate nature of its application by the operators as they receive messages and calls at odd hours of the day.

These complaints were usually channelled through the National Communication Commission. This study therefore investigates users’ perception of the use of telemarketing by telecoms operators to reach them.

Four research questions were raised to guide the study and the survey method was used to generate qualitative and quantitative data for the research. The Australian National Statistical Service (NSS) Online Calculator was used in drawing up the sample size of 405 from the population in South-South Nigeria.

The data gathered were presented in tables and charts. Other research works consulted found mostly that phone users were highly repulsed by telemarketing calls and messages, the findings of this study reveal that at least 79% respondents were adequately exposed to telemarketing activities of the telecoms operators.

The messages and calls as sent by the telecoms operators lacked personalisation as such respondents frowned at the irrelevance of the messages and calls to their peculiar needs.

Most of the respondents in spite of their dissent still subscribed to the advertised products and services while some of the respondents wished they found a telemarketing-free telecoms operator.

The researcher recommended among others, that telecoms operators build a database of customers to aid in the personalisation of messages; that trust of customers be rebuilt through adequate information provided in the ads about products and services.

TABLE OF CONTENTS

Title page i
Certification ii
Dedication iii
Acknowledgements iv
Table of contents v
List of Tables ix
Abstract xii

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study 1
1.2 Statement of the Problem 5
1.3 Objectives of the Study 6
1.4 Research Questions 6
1.5 Scope of the Study 6
1.6 Significance of the Study 8
1.7 Operational definition of Terms 8
References 10

CHAPTER TWO: A REVIEW OF RELATED LITERATURE

2.1 Conceptual Review 11
2.1.1 The Exposure and Awareness of Users to Telemarketing Messages 11
2.1.2 The Acceptance of Telemarketing 16
2.2 Empirical Review 18
2.3 Theoretical Framework 22
2.3.1 Selective processes Theory 22
References 25

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design 27
3.2 Population of the Study 28
3.3 Sample Size 28
3.4 Sampling Procedure 31
3.5 Description of Research Instruments (Questionnaire) 33
3.6 Validity of Research Instrument 34
3.7 Reliability of Research Instrument 34
3.8 Method of Data Collection 36
3.9 Method of Data Analysis 36
References 37

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0 Demographic characteristics of Respondents 38
4.1 Psychographic Data 49
4.2 Summary of Findings 83
4.3 Discussion of Findings 85
References 93

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary 95
5.2 Conclusion 96
5.3 Recommendations 96
Bibliography 99
APPENDIX

INTRODUCTION

1.1 Background of the Study

Telemarketing is a category of mobile advertising and an aspect of mobile commerce; it is a form of advertising that targets users of handheld wireless devices such as mobile phones and Personal Digital Assistants (PDAs).

In order to promote the sale of products and services, all the activities required to communicate with the customers are transferred through mobile devices.

Combining with the customer’s user profile and context situation, advertising companies can provide the target customers exactly the advertisement information they desire, not just “spam” them with advertisements they are not interested in, Tripathi & Mittal (2013, p.3).

Being that telemarketing is a type of direct marketing technique, citing the Direct Marketing Association, Percy (2008) defines Direct Marketing as:

An accountable system of marketing which uses one or more communications media to effect a response. It is an interactive process where responses from or about buyers are recorded in a database for building profiles of potential customers and providing valuable marketing information for more efficient targeting.

REFERENCES

Ajanaku, L. (2013). The Unending ‘unsolicited’ calls, SMS Saga. In Nigeria Intel. www.nigeriaintel.com. Retrieved 2/10/2014

BusinessDay         (2013).         NCC          moves         against         unsolicited        SMS. www.businessdayonline.com. Retrieved 28/9/2014

Consumer Protection Council (2014). A Compendium of the Rights of Telecom Subscribers in Nigeria. http://www.cpc.gov.ng/ Retrieved 28/9/2014

Emagine International (2007). Emagine White paper April 2007: Best Practice Campaign Management for Telecommunication Operators. www.emagineinternational.com Retrieved 3/10/2014

Fear, J. (2008). Go Away, Please: The Social and Economic impact of intensive marketing. The Australian Institute, Discussion paper, No. 104. ISSN: 1322-5421

Geetika, Tiwari D., & Gupta, P. (2012). A study of Indian Consumers’ Perception on Telemarketing. International Journal of e-Education, e-Business, e- Management and e-Learning. Vol. 2, No. 2

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