Understanding the Impact of Direct Marketing Channels on Consumer Purchasing Decisions

Abstract

This study aims at examining the impact of the four marketing channels which are, direct selling, online marketing, direct mail, and telemarketing on the consumer purchasing decisions of mobile services of the Orange Telecommunications Company (OTC) in Amman. The research employs a questionnaire survey of a representative sample of 435 OTC consumers, and the Data collected were analyzed using SPSS version 17.0 to test the research hypotheses. Results show that all four marketing techniques directly impact consumer purchase decisions while the most important factor to trigger decisions is OM. Although this channel remained relevant, the impact was not as great as the others’. Direct marketing strategies are important to the behavior of consumers. Moreover, the role of OM is important to the engagement of consumers. It is further suggested that OTC utilize more online marketing to reach a bigger audience based on the results of the study. At the same time, OTC should keep on using direct selling and telemarketing at a diverse level. According to the study, consumer behavior and preference should be utilized by the OTC and other companies in the telecommunications industry who want to make use of smart marketing and expand their base.