Main Article Content
Abstract
Competitive environment witness a drastic change in disseminating marketing information to their customers. Permission marketing is all about giving permission to furnish anticipated, personalized and significant promotional messages to customer. This helps to improve target precision by marketer and also reduce muddle and search costs for the consumers. Vexation of interruption marketing leads the way to permission marketing. In permission marketing consumers authorize a marketer to deliver them promotional messages in their interested area. For that customer has to fill out the list of questions intimating their area of interest. Permission marketing holds the promise of intensify targeting. This paper intends to identify how far customers are disturbed by interruption marketing and whether this has prompted them in taking actions against it. The study also analyses the perception of customers towards permission marketing and whether it has led to purchase decision. The study is based on primary data and makes use of varied statistical tools to arrive at the conclusion. Area of study covers customers of State Bank of India Mutual Fund.