A Study of Factors Influencing Permitting and Prohibiting of Permission Based Marketing
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Abstract
An economical and worthwhile way to create a relationship with a prospect is through permission Based marketing. Here marketers give the choice to the audience to decide to receive certain types of promotional messages. This helps in reducing the mess up & cost for searching for the consumer while enhancing marketers targeting accuracy. Data were collected through questionnaires in. The study indicates that Permission Based Marketing is firmly affected by Permission toward acceptance of promotional information. The persuading factors are affected by various variables like trust, marketer reputation, branded products etc and the acceptance of promotional information is affected by rationale such as promotional information, incentives, past experience, customer care etc and prohibiting factors influenced by information entry costs, message processing costs and concealment costs. The purpose of this paper is to explore the persuading and preventing factors which thrive the consumer attitude towards Permission Based Marketing.