Influence of Direct Marketing on Consumers Behavior of Pakistan

Abstract

The present study focuses on direct marketing influence on buying behavior decision of consumer. Direct marketing is significant strategy in advertisement and also brings down the cost of promotion. This study explores strategic and long lasting use of direct marketing in open market. The significance of this study is to measure the effect of consumer purchasing behavior due to direct marketing. Therefore researcher used survey method to collect the data from target population. Researchers took 400 sample size from Gujranwala city. After data analysis on table and Pearson Chi Square. The findings of study show that the direct marketing is very effective, efficient, awareness and productive tool of communication about brand’s products in consumer’s mind. Consumers are well aware and familiar with the product features that presented the sale persons in market. The direct marketing is changing the consumers’ interest toward product, in addition further influences consumers’ product purchasing decision.