RELATIONSHIP BETWEEN DIRECT MARKETING AS A COMMUNICATION TOOL AND CONSUMER BEHAVIOR

The present study addressed the relationship between direct marketing as an effective communication tool and consumer behavior. Today is a high competition in the market to win the consumer by using numerous communication tools. Variety of media outlets work as communication tools in direct marketing such as advertising, direct mail, telephone calls/messages, door to door salespeople, etc. These communication tools are not only communicating the information but also motivate the consumer to the brand. Direct marketing one of them to motivate and influence the consumer buying decision. Many worldwide firms are using direct marketing as a tool of communication to create a positive image in the consumer’s minds, increase their sale of products, and leave a durable effect on consumers. Therefore, the research measured in this study in what way marketer uses the direct marketing strategy as an effective tool to grab attention, motivate the consumer toward the brand. In addition, how these strategies influence the purchasing behavior of consumers.