International Journal of Agriculture

Science and Research (IJASR)

ISSN (P): 2250–0057; ISSN (E): 2321–0087
Vol. 11, Issue 1, Jun 2021, 41-50
© TJPRC Pvt. Ltd.

A STUDY ON CUSTOMER AWARENESS ABOUT PERMISSION MARKETING IN

COIMBATORE CITY

PARTHIPAN. K*1, INDUMATHI. V. M2 & MALARKODI. M3

*1PG Scholar, Department of Agricultural and Rural Management, TNAU, Coimbatore, India
2
Assistant Professor (ARM), ICAR - KVK, Vamban, Pudukkottai, India
3
Assistant Professor (HRM), Directorate of Agribusiness Development, TNAU, Coimbatore, India

ABSTRACT

Permission marketing is a great way to construct a strong relationship with the customers and upgrade the brand trust.
Formerly marketers were following ‘Interruption marketing’ of advertising methods to grab their attention. Such kinds of
advertisements could easily distract customers from what they were doing, but permission-based marketing is a way to
make ads work efficiently. It helps to keep existing customer relationship healthy and alive. This paper investigates the
awareness about permission marketing and also to inspect the association between demographic characters (Age, gender,
education, Occupation, Monthly income) and awareness of permission marketing was verified through chi-square

Original Article
analysis used individually testing for hypothesis and the Phi correlation coefficient is used to identify the direction and the
strength of an association between variables. Research findings revealed that Age and Education of the respondents were
indicating their positively significance with awareness about permission marketing. If you apply for permission marketing
in your business marketers, need to concentrate on demographic factors such as age and education status of customers.

KEYWORDS: Customer Awareness, Permission Marketing, Permission-based marketing, Customer- Relationship &
demographic factors

Received: Dec 19, 2020; Accepted: Jan 09, 2021; Published: Jan 27, 2021; Paper Id.: IJASRJUN20215

INTRODUCTION

Marketing has evolved as technology and it has given marketers new avenues to reach their audience in past years.
Permission marketing refers to consumers' choice to receive a brand's related marketing offers and announcements
with their interest. It realizes that treating people with respect is the best way to earn their attention. Earlier
marketers followed the 'Interruption marketing' traditional approach to grab consumers' attention. Interruption
marketing interrupts with unrequested information to the customer. Such forms of advertising would distract
customers from what they were doing. In contrast, in Permission marketing, marketers seek the customer's consent
in advance to sell products and services to them; that's why "Interruption marketing" is less effective at catching
their attention customers' comparably permission marketing.

Seth Godin coined this concept of permission marketing in 1999. There are two schools of thought:
Express- Permission-based marketing in which the customer provides their email to receive marketing-related
messages and Implied-Permission Marketing in which the company has already formed a relationship with the
consumer. The prime duty of the markets is to see whether the information sent to the customers is useful or
welcomed by the customers or not. Thus, in this era of customer-centric business, Generation Y and Z who have

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42 Parthipan. K, Indumathi. V. M & Malarkodi. M

grown up with the internet will be the target group for permission marketing.

Marketers develop strategies to build a healthy relationship with the customer using various social media tools.
Thus, awareness of permission marketing is vital for both marketers as well as a consumer. When the relationship between
the marketer and customer lasts becomes more intimate only when there is a lot of exchange of emails or messages
between them, it might chance to solve customer their problems or meet their needs. On the one hand, permission
marketing makes the advertisement more efficiently reach their target consumer. On the other hand, it allows marketers to
establish a long-term engaging relationship with consumers. In the present study, an attempt was made to analyse customer
awareness in permission marketing towards acceptability and its association with demographic variables.

LITERATURE REVIEW

(Singh and Kumar, 2008) examined the level of awareness and empowerment of Indian consumers regarding initiatives
taken by the Government of India. (Godin, 1999) Permission-based marketing envisions every consumer influencing the
targeting behaviour of marketers. (Sandeep Krishnamurthy, 2006) stated that permission marketing would help reduce
clutter and search costs and increase the industry's ability to target consumers. The four models used to execute
permission-based marketing are analysed in their study. These are direct relationship management, collaboration with
consent, ad market, and permission pool.

(Jolley et al., 2013; Kumar, Zhang, and Luo 2014) suggested that consumers agree to allow the company to reach
them individually with customized communications via multiple means, such as direct mail, text message, email, or
mobile, before giving consent. Significantly, existing research shows that giving permission increases personalized contact
efficiency. Permission-based marketing is a distinctive marketing strategy involving the overt approval of customers.
(Hyunjoo et al., 2013) explores that both enablers and inhibitors that decide consumers' decision to embrace permission-
based marketing in the sense of mobile coupons are aimed at offering insights into the value of background knowledge.
(Tito Tezinde el al., 2002) discovered in their study that consumer response rates were impacted by importance,
personalization, brand equity, and prior relationships. The efficacy of permission ads in affecting client engagement and
actions was evaluated in this applied research.

One-to-one marketing (Peppers and Rogers, 1993) partnership marketing implies that advertisers should rely more
than individual sales on long-term interactions with consumers on upon. One-on-one marketing's core principle is that
advertisers have to conceive of a size-one niche and tailor each customer's marketing mix. (Sterne and Priore, 2000) argued
that identifying consumer desires and information needs are essential to Permission Marketing. Explained Permission-
based marketing (Kotler, 2003) uses the internet's interactivity to encourage customers to say about what is provided for
them. God compares permission-based promotion to dating; if the business performs well in its first interaction with
clients, it can create the confidence that motivates them to start good deals.

(Gupta and Rana, 2017) opined that “Permission marketing” is perceived as a marketing tool used to target
recipients who have agreed to receive commercial messages from the sender, either with certain internet practices or with
the advent of mobile communication practices. Permission relationships begin with the explicit and energetic consent of
the customer to accept commercial correspondence and frequently grant customers the ability at any time to avoid
receiving messages. According to (Macpherson, 2001) Permission Marketing is a technique in which if a customer allows
promotions, he/she continues to become a faithful and triumphant customer. Permissions have a beneficial impact on

Impact Factor (JCC): 8.3083 NAAS Rating: 4.13

A Study on Customer Awareness about Permission Marketing in Coimbatore City 43

customers' reactions to digital marketing practices (Tsang, Ho, and Liang, 2004). According to (Barnes 2002), before the
customer is asked for his or her consent, permission may then be seen as the right of the consumer to specify whether he or
she is involved in a message or not.

(Clow and Baack, 2003) studied customers may be interested to know more about that information later.
Information sent to the customers is more educational and less promotional in permission marketing practices. (Kumar et
al., 2014) mentioned that permission marketing seems to be a promising approach to regulatory problems and privacy
concerns and is an effective means to reach consumers.

METHODOLOGY
Sample and Data Collection

Data were collected through an interview schedule. The sample size was 150 respondents and the selection of sample
respondents in this study is a set of customers who are receiving marketing communications such as recorded calls, live
calls, SMS (text messages), spam/junk, and catalogues/brochures. The respondents were selected using convenience
sampling in Coimbatore City.

Measuring Instrument and Tools

A structured questionnaire has two segments of Part-A that explore the Customers’/respondents' awareness about
permission marketing and Part-B that gathered information regarding general demographic profile related questions like
age, occupation, education, monthly income, etc. Analytical tools such as percentage analysis, Pearson chi-square test to
check level the level of significance, and the Phi correlation coefficient is used to identify the direction and the strength of
an association between variables. The analysis was done using IBM SPSS Statistics 22 version software.

RESULTS
Awareness about Permission Marketing

It is evident from Fig.1, out of total respondents (n=150), only 32 per cent are aware of permission marketing and 68 per
cent were not aware of permission marketing. It could be concluded that Awareness of permission marketing is very low.

Figure 1: Awareness about Permission Marketing

(Source: primary data)

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44 Parthipan. K, Indumathi. V. M & Malarkodi. M

Association between Customers’ Awareness about Permission Marketing and Demographic Characters

To check the association between demographic profile like Age, Gender, Education, Occupation, Monthly income and
awareness about permission marketing through chi-square analysis through testing for hypothesis individually and Pearson
correlation coefficient is used to check the relationship's existence between variables (level of dependence). The results are
presented in the following section with a statement of hypothesis.

Association between Awareness and Age of the Respondents

Null hypothesis (H0): There exists no relationship between customers’ awareness of permission marketing and age of the
respondent.

Alternate hypothesis (H1): There exists significant relationship between customers’ awareness of permission marketing
and age of the respondent.

Table 1: Association between Awareness and Age of the respondents (n=150)

Age Group
Sl. No Awareness Total
Below 18 18-25 26-35 36-45 46-55 Above 56
16 28 3 1 0 48
1. Yes 0
(33.33) (58.33) (6.26) (2.08) (100)
3 20 21 38 13 7 102
2. No
(2.94) (19.61) (20.59) (37.25) (12.75) (6.86) (100)
3 36 49 41 14 7 150
Total
(2) (24) (32.67) (27.33) (9.33) (4.67) (100)
(Figures in parenthesis are percentage to the total)

It could be observed from Table 1 that majority of the respondents having aware about permission marketing
58.33 per cent belonged to age category 26-35 years, followed by 33.33 per cent in the age group of 18-25 years. Majority
of the respondents (37.25 per cent) belonging to age between 36-45 years were not aware of Permission Marketing.

Table 2: Correlation between Awareness and Age of the Respondents

Awareness Age
Awareness about permission marketing Pearson Correlation 1 .332**
Sig. (2-tailed) .000
Age Pearson Correlation .332** 1
Sig. (2-tailed) .000
** Correlation is significant at the 0.01 level (2-tailed).

It could be observed from Table 2 that Awareness of permission marketing and Age of the respondents are
moderately positive correlated and statistically significance (r = .332, p=.001).

Table 3: Chi-Square test between Awareness and Age of the Respondents

Chi-square Degrees of
Sl. No Variable 1 Variable 2 P-value
value freedom
1. Awareness of Permission Marketing Age of respondent 36.958 5 0.001

It could be inferred from Table 3 that, the p-value is less than 0.05, so the alternative hypothesis is accepted. Thus,
the chi-square test revealed that there exists a significant relationship between customers’ awareness of permission
marketing and age of the sample respondents.

Impact Factor (JCC): 8.3083 NAAS Rating: 4.13

A Study on Customer Awareness about Permission Marketing in Coimbatore City 45

Association between Awareness and Gender of the respondents

Null hypothesis (H0): There exists no relationship between customers’ awareness about permission marketing and gender
of the respondent.

Alternate hypothesis (H1): There exists significant relationship between customers’ awareness about permission
marketing and gender of the respondent.

Table 4: Association between Awareness and Gender of the Respondents (n=150)

Sl. No Awareness Gender Total
Male Female
30 18 48
1. Yes (62.5) (37.5) (100)
57 45 102
2. No
(55.88) (44.12) (100)
87 63 150
Total
(58) (42) (100)
(Figures in parenthesis are percentage to the total)

It could be concluded from Table 4 that about 58 per cent were male respondents and 42 per cent were females.
Majority of the male respondents (62.5 per cent) were aware of permission marketing compared to female respondents
(37.5 per cent).

Table 5: Correlation Test between Awareness and Gender of the Respondents

Awareness about Permission Marketing Gender
Awareness about Permission Pearson Correlation 1.000 -.034
marketing Sig. (2-tailed) .683
Pearson Correlation -.034 1.000
Gender Sig. (2-tailed) .683

It could be found from Table 5 that there exists no correlation between customers’ awareness and gender of the
respondents because P-value is not less than 0.05 (p=.683), Relationship between two variables was found to be negative (r
= -.034).

Table 6: Chi-Square Test between Awareness about Permission Marketing and Gender of the Respondents
Sl. No Variable 1 Variable 2 Chi-square Degrees of P-value
value freedom
1. Awareness Gender of the respondents 0.169 1 0.681

From the Table 6, it could be inferred that the P-value is greater than 0.05, so Null hypothesis is accepted that
there exists no relationship between customers’ awareness of permission marketing and gender of the respondents.

Association between Awareness and Educational Status of the Respondents

Null hypothesis (H0): There exists no relationship between customers’ awareness of permission marketing and education
of the respondent.

Alternate hypothesis (H1): There exists significant relationship between customers’ awareness about permission
marketing and education of the respondent.

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46 Parthipan. K, Indumathi. V. M & Malarkodi. M

Table 7: Association between Awareness and Educational Status of the Respondents (n=150)
Educational Status of the Respondents
Sl. No Awareness Post Professional Total
SSLC HSC Graduate
Graduate Degree
0 1 19 18 10 48
1. Yes
(2.08) (39.59) (37.50) (20.83) (100)
20 28 39 13 2 102
2. No
(19.61) (27.45) (38.24) (12.74) (1.96) (100)
20 29 58 31 12 150
Total
(13.33) (19.33) (38.67) (20.67) (8) (100)
(Figures in parenthesis are percentage to the total)

It could be concluded from Table 7 that most of the respondents were graduates 38.67 per cent followed by
postgraduates 20.67 per cent, 19.33 per cent were higher secondary school and 8 per cent were holding a professional
degree. Thus, all the respondents were literate and the majority of graduate (39.59 per cent) were aware of permission
marketing.

Table 8: Correlation Test between Awareness and Education

Awareness about Permission Marketing Education
Awareness about permission Pearson Correlation
1 .531**
marketing Coefficient
Sig. (2-tailed) .000
Education Pearson Correlation
.531** 1
Coefficient
Sig. (2-tailed) .000
** Correlation is significant at the 0.01 level (2-tailed).

It could be found that Pearson correlation test (Table 8) that there exists a relatively strong positively correlation
appears between Awareness and Educational level of the respondents and statistically significant (r = 0.531, p=0.001).

Table 9: Chi-Square test between Awareness and Educational Status of the Respondents
Chi-square Degrees of
Sl. No Variable 1 Variable 2 P-value
value freedom
1. Awareness Education 44.502 4 0.001

It is evident from Table 9, the P-value is less than 0.05, so the null hypothesis was rejected that there exists
significant relationship between customers’ awareness of permission marketing and educational status of the respondents.

Association between Awareness and Occupational of the Respondents

Null hypothesis (H0): There is exists no relationship between customers’ awareness about permission marketing and
occupation of the respondent.

Alternate hypothesis (H1): There is exists significant relationship between customers’ awareness about permission
marketing and occupation of the respondent.

Impact Factor (JCC): 8.3083 NAAS Rating: 4.13

A Study on Customer Awareness about Permission Marketing in Coimbatore City 47

Table 10: Association between Awareness and Occupational Status of the Respondents
Occupation
Total

Unemployed
Professional

House-wife
Employee
Sl. No Awareness

employed
employee

Students

Retired
Govt.

Self-
Pvt.
7 8 14 5 8 4 2 0 48
1 Yes
(14.58) (16.67) (29.17) (10.42) (16.67) (8.33) (4.16) (0.00) (100)
6 12 34 22 7 12 6 3 102
2 No
(5.89) (11.76) (33.33) (21.57) (6.87) (11.76) (5.88) (2.94) (100)
13 20 48 27 15 16 8 3 150
Total
(8.69) (13.36) (32) (18) (10) (10.6) (5.35) (2) (100)
(Figures in parenthesis are percentage to the total)

It is evident above the Table 10 that, majority of the respondents (32 per cent) were employed in the private sector
followed by self-employed (18 per cent), 13.36 per cent were Government employees. About 10 per cent were students and
8.69 per cent were professional.

Table 11: Correlation Test between Awareness and Occupation

Awareness about Permission
Marketing Occupation
Awareness about permission Pearson Correlation Coefficient 1.000 .126
marketing Sig. (2-tailed) .132
Occupation Pearson Correlation Coefficient .0126 1.000
Sig. (2-tailed) .132

It is evident above the Table.11 that, there was no correlation appears between awareness about permission
marketing and occupation because the P-value is not less than 0.05 (p=.132), Relationship between variables was found to
be positive (r = .124).

Table 12: Chi-square Test between Awareness and Occupation

Sl. No Variable 1 Variable 2 Chi-square Degrees of P-value
value freedom
1. Awareness Occupation 10.961 7 .140

It could be inferred from Table 12, that the P-value is greater than 0.05, so the Null hypothesis is accepted. Thus,
the chi-square test revealed that there exists no relationship between customers’ awareness of permission marketing and
occupation of the respondents.

Association between Awareness and Monthly Income of the Respondents

Null hypothesis (H0): There exists no relationship between customers’ awareness of permission marketing and monthly
income of the respondent.

Alternate hypothesis (H1): There exists significant relationship between customers’ awareness of permission marketing
and monthly income of the respondent.

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48 Parthipan. K, Indumathi. V. M & Malarkodi. M

Table 13: Association between Awareness and Monthly Income of the Respondents
Monthly Income
Sl.
Awareness Below Rs.10,001- Rs.20,001- Rs.30,001- Rs.40,001- Above No Total
No
Rs.10,000 20,000 30,000 40,000 50,000 Rs.50,000 income
3 10 14 5 5 6 5 48
1. Yes
(6.25) (20.83) (29.16) (10.42) (10.42) (12.50) (10.42) (100)
1 18 36 12 7 15 13 102
2. No
(0.98) (17.65) (35.29) (11.76) (6.86) (14.71) (12.75) (100)
4 28 50 17 12 21 18 150
Total
(2.67) (18.67) (33.33) (11.33) (8) (14) (12) (100)
(Figures in parenthesis are percentage to the total)

It could be inferred from Table 13 that, majority of the respondents (33.33 per cent) had monthly income ranged
between Rs.20,001-30,000 followed by 18.67 per cent ranging between Rs.10,001-20,000.

Table 14: Correlation Test between Awareness and Monthly Income

Awareness about
Permission Monthly
Marketing Income
Awareness about Pearson Correlation Coefficient 1.000 .124
permission marketing Sig. (2-tailed) .132
Monthly Income Pearson Correlation Coefficient .124 1.000
Sig. (2-tailed) .132

It is evident above Table14 that, there exists no correlation appear between awareness about permission marketing
and monthly income because the P-value is not less than 0.05 (p=.132), Relationship between variables was positive (r =
.124).

Table 15: Chi-square Test between Awareness and Monthly Income

Sl. No Variable 1 Variable 2 Chi-square Degrees of P-value
value Freedom
1. Awareness Monthly income 4.773 6 0.573

From the Table 15, it was inferred that the P-value is greater than 0.05, so the Null hypothesis is accepted that
there exists no relationship between customers’ awareness about permission marketing and monthly income of the
respondents.

Table 16: Association between Awareness about Permission Marketing and Demographic Characters
Association as Awareness versus Calculated Chi-Square Value P-value Significance Association
Age 13.108 0.022 Significance Yes
Gender 0.169 0.681 Non- Significance No
Education 20.994 0.001 Significance Yes
Occupation 13.037 0.071 Non- Significance No
Monthly income 3.999 0.677 Non- Significance No

It could be inferred that (Table 16) age and education of the respondents had significant association with
awareness about permission marketing. The demographic factors like gender, occupation, monthly income did not have
any significant association with awareness about permission marketing.

Impact Factor (JCC): 8.3083 NAAS Rating: 4.13

A Study on Customer Awareness about Permission Marketing in Coimbatore City 49

CONCLUSIONS

The result shows that out of the total sample respondents (n=150), only 32 per cent of respondents were aware of
permission marketing, showing that awareness of permission marketing is very low in the study area. We live in the digital
information era in which everyone needs to know about permission marketing because it is beneficial for both marketers
and customers. Marketers and governments should take a step to increase awareness among customers and ensure
marketers must exhibit customer's rights websites. It helps to give the customer Up-To-Date information about any
business activities. Permission marketing is the best way to initiate and keep lasting relationships with customers.
According to the results, the respondents' age and education were significant with awareness about permission marketing.
Marketers need to concentrate on demographic factors such as customers' age and education status. The demographic
factors like gender, occupation, monthly income didn't have any significant association with awareness about permission
marketing.

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Impact Factor (JCC): 8.3083 NAAS Rating: 4.13