JEFMS Journal

ABSTRACT:

The growing trend in marketing technologies presents opportunity for maximum productivity and profitability through the adoption of mobile technologies, phone calls in particular to business organizations. Firms who see this development as opportunity of gaining consumer purchase stand a better chance for survival. The adoption of telemarketing in the food and beverage firms is increasing given the spate of consumer awareness of the usefulness of mobile phones in purchase however the measure of consumer purchase behavior in telemarketing is still minimal in marketing research. This research seeks to validate empirically, while analyzing the influence of telemarketing on consumer purchase behavior of food and beverage firm in Port Harcourt. The study adopted quantitative research design using a survey method. A total of 184 subjects made of marketing managers and employees in the frame of eight (8) respondents from 25 firms were surveyed through questionnaire administration. Four research questions were posed and four hypotheses were tested. Data analysis was done using descriptive statistics of mean and standard deviation while inferential statistics of Spearman’s Rank Correlation Coefficient (rho) was used to test the stated hypothesis in SPSS version 25 which was used to correlate data on the independent and dependent variables of the study. The findings from the Spearman’s rank correlation coefficient analysis result reveal a significant relationship between inbound marketing, outbound marketing, B2B telemarketing, B2C telemarketing and consumer purchase behavior. It was concluded that telemarketing influence on consumer purchase behavior of food and beverage firms in Port Harcourt is significant. The study therefore recommends that food and beverage firms’ marketers should engage convenient advertisement strategies that accommodate customer feedback, extract customer data from available directories such as the network service provider data base, initiate and maintain good rapport with other firms and provide regular and up to-date training to the telemarketers to achieve customer purchase in Port Harcourt.

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