Hanoi Consumers' Attitudes Toward Direct Marketing

Abstract

In an increasingly competitive environment, retailers must understand consumers' behaviors in order to can build effective communication strategies, to maintain loyal customers. Attitudes are fundamental factors that have great influences on consumers' behaviors. In order to change a part of consumers' attitudes toward direct marketing, it is necessary to analyze the components that influence the attitudes. On the basis of the synthesis of theory and quantitative research, the result shows that five factors influence on consumers' attitude towards with direct marketing. They are informativity, persuasion, harassment, convenience, and permission. Convenience is the greatest factor that impacts on consumer attitudes toward direct marketing. Harassment have the opposite effect on consumer attitudes toward direct marketing.

Keywords: Consumer Attitude, Direct Marketing

DOI: 10.7176/EJBM/12-30-03

Publication date:October 31^st 2020