“A STUDY OF THE IMPACT OF DIRECT MARKETING ON CONSUMER BUYING

BEHAVIOUR OF FURNITECH IN NAVI MUMBAI”

A Project Submitted to
University of Mumbai for Partial completion
of the degree of Bachelor of Management
Studies

Under the Faculty of Commerce

By

Taranpreet Singh
Bahal Singh Bal

Under the Guidance of

Mr. Anil Khandare

MAHATMA GANDHI’S MISSION COLLEGE OF COMMERCE

SEC 1, KAMOTHE, NAVI MUMBAI 410209.

April 2024

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 MAHATMA GANDHI’S MISSION COLLEGE OF COMMERCE
SEC 1, KAMOTHE, NAVI MUMBAI, 410209

CERTIFICATE

This is certified that Mr. TARANPREET SINGH BAHAL SINGH BAL has worked and duly
completed his project work for the degree of Bachelor of Management Studies in the faculty of
commerce and his project is entitled “A STUDY OF THE IMPACT OF DIRECT
MARKETING ON CONSUMER BUYING BEHAVIOUR OF FURNITECH IN NAVI
MUMBAI” Under my supervision. It is his own work and facts reported by his personal findings
and investigations.

Seal of
Collage

Name & Signature of Guide Teacher

Date of Submission

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 DECLARATION ON BY LEARNER

I, TARANPREET SINGH BAHAL SINGH BAL, here by, declare that the work embodied in this
project work title “ A STUDY OF THE IMPACT OF DIRECT MARKETING ON
CONSUMER BUYING BEHAVIOUR OF FURNITECH IN NAVI MUMBAI” form my own
contribution to the research work carried out under the guidance of PROF. SONIA PANT is a result
of my own research work and has not been previously submitted to any other Degree/Diploma to
this or any other University.

Where every reference has been made to previous works of other, it has bed clearly indicated as
such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.

Name & Signature of learner

Certified By
Name and signature of the Guiding Teacher

Date

Place

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 ACKNOWLEDGMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in the
completion of this project.

I take this opportunity to thank the University of Mumbai for giving me a chance to do this project.

I would like to thank my Principal Dr. Chaitali Gadhekar for providing the necessary facilities
required for completion of this project.

I take this opportunity to thank our Coordinator PROF. Dr. Sonia Pant
for his moral support and guidance.

I would also like to express my sincere gratitude towards my project guide of Mr. Anil Khandare
whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project, especially my parents and Peers who supported me throughout my
project.

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“A STUDY OF THE IMPACT OF DIRECT MARKETING ON CONSUMER
BUYING BEHAVIOUR OF FURNITECH IN NAVI-MUMBAI”

TABLE OF CONTENTS

SR. NAME OF THE TOPIC PAG

NO E
. NO.
01 Executive Summary 06-07
02 Introduction 08-53
03 Company Profile 54-56
04 Who are we? 58
05 Why Furnitech was 59
selected?
06 Work Culture 60
07 Organizational Structure 61-62
08 Direct Marketing 63
strategies
09 Services offered By 64
Furnitech
10 Learning Objective 65

11 Nature of Job 66
12 Weekly Overview 67-68

13 Challenges faced 68-69

14 Learning Experience 69-70

15 Recommendations 71
16 Conclusion 72
17 Bibliograohy 73

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 EXECUTIVE SUMMARY
Furnitech is a furniture company in Panvel, Maharashtra. It manufactures and sells
furniture, including tables, chairs, beds, and other household items. It has a showroom in
Panvel where customers can view and purchase furniture. It also has a manufacturing unit
in Panvel where it manufactures furniture. The company has a strong presence in the
Panvel market and is looking to expand its reach to other markets in Maharashtra. It plans to
do this by increasing its production capacity, expanding its showroom, and partnering with
dealers.

Furnitech is a furniture shop located in Panvel, Maharashtra, India. The company offers a
wide range of furniture products for both residential and commercial use, including chairs,
tables, sofas, beds, cabinets, and other household and office furnishings.

Furnitech has established a strong reputation in the local market for its quality products,
competitive prices, and excellent customer service. The company sources its materials
from reliable suppliers and uses modern manufacturing techniques to produce high-quality
furniture products that meet the needs and preferences of its customers.

The furniture industry in Panvel is highly competitive, with many local manufacturers and
retailers vying for market share. However, Furnitech has been able to differentiate itself
from competitors through its focus on quality, affordability, and customer service. The
company has also been able to capitalize on the growing demand for sustainable furniture
by offering eco- friendly products made from recycled materials.

In terms of challenges, Furnitech faces rising costs of raw materials, supply chain
disruptions, and increasing competition from e-commerce platforms. However, the
company is well- positioned to overcome these challenges by continuing to focus on its
core strengths and leveraging technology to enhance its operations and reach a wider
customer base.

Overall, Furnitech is a leading player in the furniture industry in Panvel, and is well-poised
for growth in the coming years as the demand for quality, affordable, and sustainable
furniture products continue to grow.

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 AIM AND OBJECTIVE

AIM: -

To understand and Study of Impact of Direct Marketing on Consumer Buying Behaviors

of Furnitech in Navi Mumbai.

OBJECTIVES: -

The objectives of an internship as a direct marketer from Furnitech in Panvel

include:

 To Develop a comprehensive understanding of the furniture industry, including trends,

products, and target customers.
 To Learn about the various direct marketing strategies used by Furnitech to promote their
products and services, including personal selling, telemarketing, social media marketing, direct
mail, and trade shows.

 To Gain experience in implementing direct marketing strategies, including conducting

market research, creating marketing campaigns, and tracking and analyzing marketing
metrics.

 To Develop strong communication and interpersonal skills, including the ability to build
relationships with potential customers and effectively communicate the value of Furnitech’
s products and services.

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INTRODUCTION TO FURNITURE INDUSTRY

In India,

The furniture industry in India is a growing industry with a lot of potential. The industry is
currently worth Rs. 45,000 crore and is expected to grow at a rate of 10-12% annually.
There are a number of furniture companies in India, both large and small, and the industry
is highly fragmented. The furniture industry in India is primarily a consumer-driven
industry, with the majority of demand coming from the residential segment. However,
there is also a growing demand from the commercial segment. The furniture industry in
India is currently dominated by unorganized players, with the organized players accounting
for a only a small share of the market. The organized players are expected to grow at a
faster rate than the unorganized players in the coming years.

The furniture industry is a diverse sector that includes the production, distribution, and sale
of furniture for homes, offices, hotels, and other commercial spaces. It involves a wide
range of materials and manufacturing processes and is influenced by consumer
preferences, trends, and economic conditions.

Manufacturing

The manufacturing of furniture involves a variety of processes such as cutting, shaping,

joining, and finishing of wood, metal, plastic, and other materials. The furniture industry
uses various tools and equipment, including saws, routers, drills, and sanders. In recent
years, the use of technology such as 3D printing and computer-aided design (CAD) has
also become increasingly prevalent in the furniture manufacturing process.

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Distribution

Furniture is distributed through a variety of channels, including retail stores, e-commerce

platforms, and wholesalers. Many furniture manufacturers also sell directly to consumers.
Retail stores remain a popular channel for furniture sales, but the growth of e-commerce
platforms such as Amazon, Wayfair, and Alibaba has disrupted the traditional retail model.

Sales

The furniture industry is highly competitive and price-sensitive, with sales influenced by
consumer preferences, trends, and economic conditions. Sales of furniture are often tied to
the health of the housing market and consumer spending patterns. The industry also faces
increasing

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competition from e-commerce platforms, which are often able to offer lower prices and
greater convenience to consumers.

Materials

The materials used in furniture production vary widely depending on the type of furniture
and its intended use. Common materials include wood, metal, glass, leather, and fabric.
The choice of materials can impact the cost, durability, and sustainability of the furniture.

Sustainability

The furniture industry is increasingly focused on sustainability, with many manufacturers

using eco-friendly materials and production processes. The use of sustainable materials,
such as bamboo and reclaimed wood, has become more popular in recent years.
Manufacturers are also working to reduce waste and increase energy efficiency in their
production facilities.

Trends

The furniture industry is heavily influenced by consumer trends, with new styles and
designs emerging regularly. Some current trends in the industry include minimalist
designs, multi- functional furniture, and smart furniture that incorporates technology such
as wireless charging and voice-activated controls.

Challenges

The furniture industry faces several challenges, including rising costs of raw materials,
supply chain disruptions, and increasing competition from e-commerce platforms. The
COVID-19 pandemic also caused significant disruptions to the industry, including supply
chain disruptions and a shift in consumer spending patterns.

Regional differences

The furniture industry is highly regional, with different styles and designs popular in
different parts of the world. For example, Scandinavian-style furniture is popular in
Europe, while Asian- inspired designs are popular in the United States. The industry also
faces regional differences in materials and production processes, as well as regulations and
standards.

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INTRODUCTION

What is Direct marketing?

Direct marketing is a promotional method that involves presenting information about your
company, product, or service to your target customer without the use of an advertising
middleman. It is a targeted form of marketing that presents information of potential
interest to a consumer that has been determined to be a likely buyer.

For example, subscribers to teen magazines might be presented with Facebook ads for
acne medication which, based on their age, they are likely to need. Or members of the
United States Equestrian Federation might all receive an email promotion offering special
pricing on horse gear. Current residents of Wilmington, Delaware might receive a flyer
announcing the arrival of Wegmans supermarket to their area. Conversely, people in
Wilmington, Ohio would not.

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Direct marketing is a type of marketing that involves communicating directly with customers
and potential customers in order to promote products and services. Direct marketing can be
conducted in various ways, including email, text messages, catalogs, phone calls, and
direct mail.

Direct marketing is a form of advertising that involves directly communicating a

marketing message to a potential customer, usually through mail, email, telemarketing,
or door-to-door

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visits. Examples of direct marketing include mail order catalogs, flyers, postcards,
coupons, and door-to-door sales.

Direct marketing is a marketing strategy where target customers are contacted directly by
the brand instead of having an indirect medium between them.

It is called ‘direct marketing’ because it generally eliminates the need for a middleman
such as a retailer. The results of a direct marketing campaign are immediately measurable
because your business can track how many customers have positively responded to you.

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Direct marketing – Meaning

Not to be confused with Direct selling.

For distribution and retail sales of comic books, see direct market.
Direct marketing is a form of communicating an offer, where organizations communicate
directly to a pre-selected customer and supply a method for a direct response. Among
practitioners, it is also known as direct response marketing. By contrast, advertising is of a
mass-message nature.

Response channels include toll-free telephone numbers, reply cards, reply forms to be sent
in an envelope, websites and email addresses.

The prevalence of direct marketing and the unwelcome nature of some communications
has led to regulations and laws such as the CAN-SPAM Act, requiring that consumers in
the United States be allowed to opt-out.

Direct marketing is a form of marketing where you directly communicate with a

specifically targeted group of customers and often prompts them to take an action. It can
be a useful tactic for business to grow their customer base or even test their offering before
rolling it out to a larger audience.

Direct marketing is a way for businesses to reach out to a targeted customer base.
Customers can be targeted based on their interests, demographics or even customer
information. The overarching goal of a direct marketing campaign is to persuade
consumers to take actions that result in tangible, measurable results, such as purchases,
signups, or requests for more information. Since it's an aggressive form of marketing, it
can work to grow a customer base, but it needs to be carefully planned and implemented.

You can find examples of direct marketing campaigns in many parts of your daily life, not
just your mailbox. For example, you are shopping online and the retailer asks you to sign-
up for an account with your email to get a 15% discount. Or you're reading a news article,
and at the end it prompts you to sign-up for a newsletter on the same topic.

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Direct Marketing – nature and scope

Direct marketing is the best way to generate leads for your business, generate traffic, and to
increase the awareness of your brand. The scope of direct marketing is the most powerful when
it’s used with customer segments where past behavior can be used to predict future behavior.
Since direct marketing is used to stimulate immediate behavior that can be recorded, tracked,
analyzed, and stored for future retrieval and use, the scope of direct marketing can be used to help
grow your business and spread recognition of your brand.
When you understand the full scope of direct marketing, you’ll be able to utilize this effective
marketing technique more successfully.
Since direct marketing can be such a powerful way to market to your target audience, let’s take a
look at some direct marketing strategies you can use to grow your brand and your business.

How Direct Marketing Works

Unlike traditional public relations campaigns pushed out through a third party such as media
publications or mass media, direct marketing campaigns operate independently to directly
communicate with target audiences. In direct marketing, companies deliver their messaging and
sales pitches by social media, email, mail, or phone/SMS campaigns. Although the number of
communications sent can be massive, direct marketing often attempts to personalize the message by
inserting the recipient's name or city in a prominent place to increase engagement.

The call to action is an essential part of direct marketing. The recipient of the message is urged to
immediately respond by calling a toll-free phone number, sending in a reply card, or clicking on a
link in a social media or email promotion. Any response is a positive indicator of a prospective
purchaser. This variety of direct marketing is often called direct response marketing.

Targeting in Direct Marketing

A direct marketing pitch that is delivered to the widest possible audience is probably the least
effective. That is, the company may gain a few customers while merely annoying all of the other

15
recipients. Junk mail, spam email, and texting all are forms of direct marketing that many people
can't get rid of fast enough.

The most effective direct marketing campaigns use lists of targeted prospects in order to send
their messages only to the likeliest prospects. For example, the lists might target families who
have recently had a baby, new homeowners, or recent retirees with products or services that they
are most likely to need.

Catalogs are the oldest form of direct marketing, with a history that dates back to the latter half of
the 19th century.

In modern times, catalogs are usually sent only to consumers who have indicated an interest in a
previous purchase of a similar product while social media has emerged as the most modern form
of direct marketing. Targeting strategies can also be used on social media when putting out ads;
platforms like Facebook allow brands to choose the age, gender, demographics, and even interests
of potential new audiences that an ad could reach.

Many companies engage in opt-in or permission marketing, which limits their mailing or emailing
to people who have indicated a willingness to receive it. Lists of opt-in subscribers are
particularly valuable as they indicate a real interest in the products or services being advertised.

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 Responsibilities of Direct Marketer are as follows:

 Planning, developing and organising advertising policies and campaigns to support sales
objectives
 Advising executives and clients on advertising strategies and campaigns to reach target
markets, creating consumer awareness and effectively promoting the attributes of goods and
services
 coordinating production of advertising campaigns involving specialised activities, such as
artwork, copywriting, media scripting, television and film production and media placement,
within time and budget constraints
 Analysing data regarding consumer patterns and preferences

 Interpreting and predicting current and future consumer trends

 Researching potential demand and market characteristics for new goods and services and
collecting and analysing data and other statistical information
 Supporting business growth and development through the preparation and execution of
marketing objectives, policies and programs
 Commissioning and undertaking market research to identify market opportunities for new and
existing goods and services
 Advising on all elements of marketing such as product mix, pricing, advertising and sales
promotion, selling, and distribution channels.
Administer all phases of direct marketing campaign though various emails and recommend
improvement strategies if required and analyze all external data to identify new markets.

Analyze all pre campaigns and design all parameter for various campaigns to ensure interest to
target audience and prepare all required performance reports for same and maintain efficient
contacts with all media personnel.

Manage all communication strategies and recommend improvements to various direct marketing
activities to ensure effectiveness of programs and provide an efficient interface with all
internal marketing clients and organize all evaluation for direct marketing campaigns.

Coordinate with modeling team to provide enhancement to various campaigns and analyze all
direct marketing programs and provide support to all new product development and manage
all communication with internal clients and design all project results.
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Collaborate with vendors and service bureaus to provide enhancements to all database and
maintain knowledge on all customer translation requests and provide response to all requests
and assist to represent market.

Evaluate all data and maintain integrity and validity in same and prepare summaries to be
submitted to management and ensure optimal level of customer satisfaction and prepare accurate
reports for same.

Develop all direct marketing campaigns and design all tests for all direct mail programs and
recommend optimal design and facilitate to reduce cost.

Analyze all responses and recommend various strategies to facilitate profits in direct mail
activities and maintain budget for all projects and assist all data transfer and data processes.
Monitor all business requirements and prepare all reports on monthly and weekly basis and
prepare all sales data and assist senior management to draft appropriate strategies and analyze
all significant models.

Collaborate with external vendors to prepare list of all rentals and purchases and maintain high
quality of data at all time and execute all email marketing campaigns.

Assist to develop all creative formats to facilitate in response rates from customers and
recommend new campaigns for various brands.

Supervise efficient roll out of all campaigns and assist to upload all content and coordinate
with all email marketing vendors to prepare efficient communication schedule.

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Direct marketing Role

Direct marketing can be viewed as more than just a communication tool. It many ways it is
constitutes an overall
marketing approach a blend of communication and distribution channels all rolled in one.
Direct marketing has been success in developed nations like U.S.A. and Europe and its
recent success in Indian market is testimony to the fact, which the direct marketing is
going to be another powerful force in the marketing exchange and promotion process. Direct
marketing is an efficient way to promote and sells product and services because it has
record of proven probability. It helps in responding
to the return on the marketing investments and give efficient system help in reaching
fragmented and distributed market.

While direct marketing help in identifying prospect and generating desired sales response
it also help to customer either to
go for a trial or at least seeks product information. this paper deal with concept of direct
marketing and low it is beneficial
for customer and what is advantages and disadvantages for customer and company and
aware to public about its types.

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 Direct marketing main features:

1) Communicating Quality :

Direct marketing helps the marketers in communicating the benefits and attributes of
the product or services in detail to the customer. Unlike advertising media (like print
or broadcast media), direct marketing provides more support and tools to the
marketers to promote their products. Hence, with direct marketing, a company is
likely to efficiently communicate the reason why a product or a brand is better than
the other, thus improving the quality image. The meanings of "value and quality' are
different for different customers. Therefore, targeted direct marketing communication
is far better than mass media options which are less targeted. A direct marketer's job is
to stress on those characteristics and advantages which are valued the most by the
audience, increasing the level of quality and value communicated.

2) Achieving Credibility :

It is easy for a marketer to make claims about superior product quality. but it is hard to
be believed. Direct marketing communication is better than that of mass media, as the
direct marketer is in better position to understand and resolve customer objections and
provide guarantee for satisfaction. This kind of interaction cannot be made with
limited scope of mass media.

3) Frequency of Post-Sales Contact :

An image for better quality products is attained through the frequent after-sales
contact. Direct marketing helps the firms in cutting down the cost on after sales calls
to observe and enhance consumer satisfaction. All these post-sale activities help the
company in making it a leader in quality and technology (for example, through
database mailing of newsletters).

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 Features of Direct Marketing:

1) Targeting:

This includes selecting the message recipients, irrespective of the appropriate type of media
being used (such as print media, direct mailing, broadcast media, or telemarketing of sale
calls). Here, the target can be either existing or prospective customers or even large number
of suspects.

2) Interaction:

Interaction triangle is placed in the centre Interaction deals with the incentives or stimuli
that the marketers offer in order to get a response from the target market. It also includes
the response of the target market. Here the aim is to relate a response to appropriate stimuli.

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3) Control:

Control triangle relates to managing the marketing activity. It involves setting goals,
preparing strategic and functional level plans. preparing budgets and evaluating outcomes.
Control is a continuous process as the future goals are formulated on the bases of previous
outcomes. The information under the interaction triangle should be accurate and complete for
exercising control.

4) Continuity:

Continuity deals with customer retention, cross-selling and continuous product up-gradation
Maintaining accurate records of customer interaction helps the marketers in communicating
with customers, recognizing their interests and appreciating their previous customs.

Growth of Direct Marketing:

Following points are responsible for the growth of direct marketing :

1) Advancement of Technology :

The advancement of technology, especially computer-based technology has played an important

role in the growth of direct marketing. The latest advancements in computer technology
have helped the marketers in clearly analyzing the outcomes and also in targeting prospects
based on more complicated attributes. These technologies have also helped in formulating
more accurate and refined databases of existing as well as prospective customers. Due to
technological growth, direct marketers have now found ways to creatively execute the
direct mail packages.

2) Popularity of Phone:

Rise in the number of customers placing orders over the phone has proved to be helpful in
the tremendous progress of direct marketing. Telephone-based orders are complimented by

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 speedy fulfillment of orders. In addition, delays caused due to traditional mail orders have
also been removed. Nowadays, ordering over a telephone gives the similar immediate
satisfaction as purchasing a product from a retail store. The scenario is no different in the case
of online shopping However, still there are few customers who have apprehensions over
providingpersonal and banking details on the Internet.

3) Increased Usage of Credit Cards:

There has been a great progress in selling through mail order, after the birth of credit cards
in 1950s. It improved and accelerated the transactions that were previously done with cash
only. The availability of credit facility all over the world along-with electronic fund transfer
benefit has altogether made direct marketing more feasible, viable, secure and convenient.

4) Changes in Consumer Lifestyle:

With travel getting more costly and communication getting more affordable, there has been
a significant rise in the use of phones, Internet, and mails. Sending catalogs over mail,
providing toll-free numbers) and developing websites, make it convenient to shop from
home. Moreover, since the number of working women has increased, proper time
utilization has gained importance. Once a leisure activity, 'shopping has now become a
mere duty, particularly in the families where both the members (husband and wife) are
working. Mail-orders and Web are very helpful to such families or couples as these facilitate
"anytime shopping".

5) Negative Aspects of Retailing:

A number of customers have a liking for retail store shopping. However, conventional retail
shopping has several adverse features that have contributed towards the growth of direct
marketing. These involve distant locations, limited parking space, Involve long queues at
check- out, security reasons, inadequate knowledge of clerical department, problems in
finding salesmen, congested stores, problems in finding out best suited item and the hassle
of carrying- out the heavy bags from the shops. With modern and convenient selling methods,
directmarketing has become first. choice of large number of customers.

These social and technological aspects are not only responsible for increasing the popularity
of direct marketing but these also have greatly impacted the way it works in the modern
world.

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 Types of Direct Marketing

The number of Techniques or Tools of Direct Marketing used by direct marketers to

approach the customers is as follows:

1) Mail Order Marketing/Catalogue Marketing:

Mail Order Marketing (MOM) or Catalogue Marketing is a well-known method of direct

marketing and is also referred as Mail Order Business (MOB). In this type of marketing
catalogues of products and services are used by the marketers to communicate with the
customers. These catalogues are also delivered to the customers via mail order to provide
them information about the product.

2) Direct Mail Marketing:

Direct Mail Marketing (DMM) is alike Mail Order Marketing (MOM). When a trading
house markets its products via mail order, it is known as MOM. Whereas, when a
manufacturing company markets its products or services by using mail order it is termed as
In DMM, along with brochures/letters various other items are also mailed to the potential
customers such gifts and compliments, free product samples, etc. Direct mail is less costly
and less offensive than any other direct marketing promotional methods.
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3) Telemarketing:

Telemarketing is a marketing process of selling products and services via telephone. It deals
with two types of markets, Le, Business to Business (B2B) and Business to Customer
(B2C). The main function of tele operators is to contact existing customers and to attract
new customers for taking orders or ascertaining their satisfaction level. If orders are taken
on a daily basis then this is called Telesales. There are many customers who make orders
for certain goods and services in routine. In order to handle routine calls, several companies
have opened their call centers for inbound and outbound telemarketing. Inbound
telemarketing is a process of receiving calls the customers and outbound telemarketing
involves making calls to existing and potential customers for taking their orders.

4) Direct (Face-to-Face) Selling:

Direct selling is different from direct marketing. In direct selling, a sales agent directly sells
its product and services to customers door to door or at retail outlets through personal
presentation demonstrations, etc. Whereas, direct marketing does not involve any sales
agent, instead it is a process of establishing direct relationship with its customers. In direct
selling. various sales personnel are appointed like stock brokers, insurance agents distributors
working for direct-sales organisations such as Oriflame and Amway.

5) Direct Response Marketing (DRM):

Another tool used by marketers for direct marketing is direct response marketing. It is
different from direct mail marketing only in terms of techniques used Various direct
response marketing campaigns depend majorly on TV infomercials. Infomercials are the
commercials which provide information regarding the product, its uses m benefits. Other
techniques of direct response marketing are radio ads, print ads, flyers or e-mail.

6) Tele-shopping Home Shopping:

Tele-shopping is the latest direct marketing tool, which is also known as home shopping.
Here, the marketer commercializes its product or services broadcast media mainly TV and
the consumers can view them on their TV and place orders for the required products by
calling up at the given contact number. It is the easiest retail form where a product is
demonstrated on television and the sale it made by placing orders on telephone.

7) Database Marketing:
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 Database marketing also a method of direct marketing where databases of existing and
potential customers are used to generate personalized communication helps in the
promotion of products and services for marketing purpose. Database marketing also
considered as an important element of Analytical CRM.

Policy Issues in Direct Marketing

Consumers and direct marketers generally have mutually rewarded relationships, but few
complex issues are also involved. These are as follows:

1) Irritation:

A large number of consumers may not prefer aggressive direct marketing practices. The
most common are late night calls, calls by untrained callers, computerized calls, etc.

2) Unfairness:

Often direct marketers exploit the impulsive and less clever customers, especially people of
old age.

3) Deception and Fraud:

A number of marketers create mailers and develop misleading copies. False prices, quality
claims, exaggerated size of items, etc., are some examples of the deceptive means used by
the direct marketers to lure the customers. There are several complaints registered every
year with the Consumer Forum regarding sales frauds or false claims.

4) Invasion of Privacy:

Every time a customer orders over phone or Web, applies for credit card or subscribes for a
magazine, his/her personal and banking details are revealed and may be attached to other
companies databases.

In this way, the marketers get personal details of the customers and their way of living, and
the same may often be used for wrong purposes.

26
 Benefits of Direct Marketing

The various benefits or advantages of direct marketing are as follows:

1) Concentrated Approach:

Through direct marketing, a marketer can easily identify a particular target market. For
niche products, it is the most effective promotional tool because it targets only those
products which respond promptly towards promotion. It involves less wastage of
promotional efforts compared to others.

2) Economical:

It is a very economical method for niche products. However, it proves to be costly

compared to mass marketing promotional techniques.

3) Immediate and Flexible:

One of the major advantages of direct marketing is its flexibility and immediate impact
towards customer responses as it involves short lead time. While, other promotional
methods consume a lot of time to reach their final execution stage, e.g., TV commercials.

4) Easy International Reach:

If it is an international target market, then direct marketing is the most suitable method for
promoting the products.

5) Tailored Messages:

Direct marketing provides huge opportunities for designing personalized messages which
are focused towards specific target customers.

6) Quick Delivery:

Directing marketing is quick in attaining results which is most relevant for telemarketing.
Telemarketing is one of the tools of direct marketing where the feedback collected from
customer is considered sincerely to improve company's services and performance.
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 7) Multiple Uses:

Apart from selling, direct marketing can also be used for other purposes like testing new
markets, trail of new products, managing new customers needs, collecting information for
future use, segmenting customer base or rewarding existing customers to build loyalty.

8) Easy to Manage and Control:

It is relatively easy to manage and control marketing activities in direct marketing than in
other promotional tools. Marketers can accurately evaluate the results as they know the
number of customers that have been contacted in totality. On the basis of evaluation, marketers
can also take corrective steps to improve their results in order to succeed. In addition, it also
enables the marketer to plan, budget and forecast direct marketing campaigns for future.

9) Testing Capability:

In direct marketing. promotional tools can be tested time and again, until the best
combination of marketing tool found out. For this, the marketing variables like list of
information, schemes or offers, timing. messages, etc. can be retested, modified and
evaluated to find out the optimum direct marketing program.

10) Building and Maintaining Relationships:

It is a very useful promotional technique to develop and maintain direct relationship with its
potential or new customers. Moreover, this will help the marketers to generate demand for
retailers by adopting it as a push-pull strategy.

Direct Marketing Process:

Direct marketing is effective, because it’s grounded in tried and true principles. Sure the
ways to communicate have changed significantly over the last decade, but it’s nice to rely on
measured results. In fact, we think it’s helpful to budget your direct marketing dollars just
like you would any other investment in your business. You wouldn’t consider buying a
significant piece of equipment unless you knew your expected rate of return (ROI) so why
would you invest in a direct marketing campaign without the same stated objectives.

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We know the purpose of direct marketing is to generate a response, however that response
may not directly be a sale. The more complex the product, the more steps required to make
the sale. Sometimes this is referred to as 1-step vs. 2-step marketing. The ROI can still be
predicted it just needs to be tracked differently.

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One vs. Two Type of Product Action
Step

Receives

One Step Simple promotion orders

product.

Request more

Two Step Expensive / Complicated information,

a free trial or
sample.

2. Sale converted

through

sales person,

telemarketer, or

website

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 Six Step Direct Marketing Process:

1. Set goals and objectives

2. Determine the response mechanism

3. Identify the target audience

4. Choose the marketing channels

5. Produce the campaign

6. Review the results and reinvest

Page | 27

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 Direct Marketing Strategies
Direct marketing could be a key component of your overall marketing strategy, but do you
know everything you should about it?

1. ROI Based Campaign

When planning your next direct marketing campaign, it’s much better to focus on
generating higher ROI than more savings. As a growing business, it might be more
appealing to launch a direct marketing campaign that focuses on cost savings rather than
spending more money to increase your ROI. It’s best, though, to always keep the big
picture in mind and don’t let initial campaign prices deter you from what’s really important,
launching a successful campaign that increases ROI.

2. Simplify Your Message

One of the best direct marketing techniques to adopt is to keep your direct marketing
campaign message short, simple, and to the point. If it takes too long to read your message,
customers won’t know what your business has to offer or even remember your brand. Your
message should not only be short, simple, and to the point but it should also be concise and
uniform across all channels you have the message running on.

3. Set Realistic Expectations

Whatever direct marketing strategies you use for your campaign, it’s important to be able to
determine the success of the campaign. It’s important to set direct marketing campaign
goals ahead of time but what’s even more important is setting realistic goals. Without
realistic expectations, you won’t have a good understanding of how well your direct
marketing campaign is performing which will give you a skewed impression of what’s
working for your business and what isn’t.

4. Target Your Audience

It should be no surprise that one of the most important direct marketing techniques is to
target your audience with your messaging. It doesn’t make any sense to spend time and money
reaching out to people who have no use for your product or services so knowing who your
customers are is the only way to learn the best ways to reach and appeal to them. It’s
important that any direct marketing campaign you launch is relevant to your target audience
and aligns with their wants and needs.

5. Strong Call to Action

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 Of all the direct marketing strategies you can use to produce a successful direct marketing
campaign, the most important is including a strong call to action. Effective calls to actions
aren’t subtle, but instead are strongly worded and quickly communicate how the potential
customer will benefit from your business. A strong call to action is clear about what it wants
the audience member to do and isn’t shy about asking them to do it.

It’s impossible for your direct marketing campaign to be successful without understanding
the full scope of direct marketing. The most important direct marketing technique to
implement is to be clear with your messaging, realistic with your desired results, and
always provide a strong call to action. The best way to achieve a successful direct
marketing campaign is to create a comprehensive plan beforehand and not to be afraid to
be flexible with your direct marketing strategies.

Direct Marketing Advantages:

The main advantages of direct marketing can be pointed out as follows:

1. Targeted Audience

Direct marketing does not focus on large groups of audience. It tries to establish
communication with potential customers and specific groups according to their interest and
buying behavior. Direct contact with targeted audience increases that chance to succeed in
the campaign.

2. It Avoids Middlemen

Direct marketing is business to customer (B2C) strategy that eliminates the role of
middlemen and intermediaries such as distributors, dealers, wholesalers, retailers etc. in
selling process.It sells products or services directly to the final consumers. It helps to save
middlemen commission and shortens the selling process.

3. It Saves Costs

A company can establish direct communication with customers by using emails,

telemarketing, internet etc. So, it saves marketing costs by lowering advertisements and
promotional expenses.

4. It Improves Profitability

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 Elimination of middlemen commission and less publicity and advertisement expenses can
save significant amount of money. So, cost saving leads to increase in the profit of the firm.

5. Suitable For

Direct marketing is suitable for small and newly established companies with limited
number of products. It is also suitable for those people who do not have time to visit retail
stores for shopping purpose.

6. Effective Personal Interaction

It promotes personal interaction between the seller and buyer. It helps to gather information
and feedback which helps to know the strength and weakness of the campaign. It helps the
company to take appropriate steps to improve its operations.

7. Effective Measurement of Performance

Direct marketing provides accurate feedback immediately to the seller. So, the effectiveness
of marketing campaign can be measured by analyzing the result and feedback.

8. Helps To Increase Customer LoyaltyBecause of personal touch and direct

interaction, it helps to establish better relationship with customers. Personal connection
between customer and company helps to improve customer loyalty.

Drawbacks Or Disadvantages of Direct Marketing

The main disadvantages of direct marketing can be pointed out as follows:

1. Not Suitable For All Business

Direct marketing is not suitable to target large groups of customers. It is also not suitable
for big business companies with strong brand value.

2. It Is Annoying and Intrustive Campaign

Most people feel annoying, irritating and intrustive because of unwanted telephone calls
and emails received regularly from marketers. So, customers may dislike this marketing
strategy.

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3. It Has Low Response Rate

Different marketing researches have proved that direct marketing has less conversion rate
that other forms of marketing campaigns. It is difficult to identify potential customers and
to collect data and information of an individual. If collected data lacks accuracy, then
customer response rate becomes low and campaign cannot be conducted properly.

Pros And Cons Of Direct Marketing In Short

Pros:

- It only targets specific group of potential customers which helps to increase sales

- There will be a direct communication and personal touch with customers which eliminates
middlemen

- It is a cost-effective method of product promotion because it minimizes the advertising

costs

- Earnings will be increased because of less marketing costs and elimination of middlemen

- It helps to maintain customer relation and increase customer loyalty

- Performance (success or failure) of the campaign can be easily measured Cons:

- Some people may feel this marketing strategy irritating and annoying

- Although it lowers marketing expenses, it requires higher initial costs

- Its response rate is lower than other forms of marketing.

Limitations of direct marketing

Some of the downsides and hurdles to overcome when using direct marketing include:

Intrusive: Many people find direct marketing annoying and intrusive. This is especially true
of telemarketing and door-to-door sales. Some people dislike marketing mail and consider
35
it to be 'junk mail'. If consumers find your marketing tactics annoying it can create a
negative brand association and make them less likely to buy. This is more likely with less
targeted campaigns.

Environment: Using leafleting or paper-heavy direct mail campaigns can be bad for the
environment. To avoid this, and any negative impact on your brand image, use recycled
materials or try email campaigns.

Low response rates: direct marketing response rates tend to be around 1-3 per cent. When
you reach a consumer who isn't interested in your products of services, it wastes money and
they are likely to find it irritating. Use more targeted lists as opposed to sending out mass
messages to minimise this.

Competition: It can be hard to make your messages stand out when the recipient receives
high number of marketing emails or direct mail.

Cost: Tactics like telemarketing and direct mail may have high financial and resource costs.

Legal issues: There are laws relating to privacy and data protection in direct marketing. You
must ensure that your mailing list only contains individuals who have consented to receive
marketing messages from you.

Direct Marketing Objectives

Direct marketing pursues two main objectives:

Obtain more potential clients, who may be partners or sponsors, and contribute to the
development of the organization.

Build customer loyalty, get a consumer to repeat the purchase of a product or maintain its
permanent purchase.

In addition, direct marketing not only attracts new customers, but also provides relevant
information about a product: its benefits, features, any promotion or offer, and shipping
conditions.

In this way, from direct contact with customers, companies can improve their products and
satisfy the consumer.

Historic Overview

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Many people don’t know what direct response marketing is, they relate direct marketing
only to marketing or the word mail, like direct mail, junk mail, or plain old mail marketing.
However, direct marketing isn’t only about physical materials exhibited to the consumers as
a marketing piece. But direct marketing is a measurable, accountable, and track able way of
marketing.

Direct mail became important base of marketing field since Montgomery Ward started its
first catalog in 1872. Direct mail was a revolution at that time and the U.S. Postal Service
started offering a huge amount of goods through it. It first started by going shopping in a
three-day trip wooden cart and horse for ordering coal, ice boxes, dresses, harnesses, sears,
and many other offers (Grunert, 2009).

The U.S. Postal system played an important role in spreading of direct mail industry
because of its ability to reach almost everywhere and anyone. For this it was the means for
the direct mail flow. After the period civil war in America and the rapid expansion and
reconstruction, people started to be more economically satisfied and became more attracted
to fashionable things and products (Feinberg & Eastlick, 1997).

As early as 2000 B.C., the Code of Hammurabi, a tombstone of Babylonian commandment,

protected social security and safety of the Babylonian direct seller, who was then referred to
as the hawker. The Code stated that “the hawker shall swear the pledge of God” if any enemy
caused

him trouble in the travels. It also said that the trader who sells the goods must make suitable
payment for some lost (Grunert, 2009)

It is believed that the term direct marketing have been used in Lester Wunderman speech in
1967.

In 1872, Aaron Montgomery Ward made the first mail order catalogs for his mail order
business by buying products and reselling it directly to consumers. Therefore, he was removing
the middle men from the whole process and it is known that middle men lessen the
percentage of achieving profit, this benefits the consumer as well because it lessen his bills
and reducing the price (Kim, 2000).

Direct mail advertising organization is the base of the present-day direct marketing
association and it was established in 1917. However, the third-class bulk mail postage rates
were established in 1928.

37
Aaron Montgomery Ward knew mail establishment by using a technique to sell products
directly to the customers with attractive prices. And this is possible if used in an effective
and efficient way. The development of the market industry is used as an original base for
marketing products and creating customer loyalty. After that the term “direct marketing”
was known after Montgomery Ward’s time (Kim, 2000).

Later in 1967 direct marketing was identified and names by Lester Wunderman who were
considered the father of contemporary direct marketing. He was the creator of the toll-free
1800 number and loyalty marketing programs which include the Columbia Record Club,
magazine subscription cards, and American Express Customer Rewards programs.

Many famous catalogs for the products allowed the direct mail to continue its rise to
become famous. The direct printed ads became popular as well and captured the imagination
and people’s attention for many years. After that direct mail letters appeared with classic
boxes, and then the postscripts and the multiples inserts entered the market in 20th century.

The television in both forms the infomercials and products commercials allowing to add
demonstration of products to the direct marketing world. With the beginning of cables and
satellite television, the direct marketing product became more known such as HSN (Home
Shopping Network), and other products (Mcdonald, 2012).

Due to online marketing, spammers used to send consumers gems as the advertisements fro
medications, drugs, and sexual enhancements, but email marketing became respected in the
direct respond world. Email marketing exhibit advertising which remains a famous means
of getting the customers attention especially when there is a convenient article supported by
pictures.

Keyword searches are the latest tools added to direct marketing, whether it’s natural or
paid. It enhances and motivates responses and online marketing. Keyword marketing
characteristics from measurable, accountable and track able is the newest interactive
marketing technique that helps business acquiring and creating loyal consumers (Mcdonald,
2012).

Other type of marketing is the social marketing and web technologies in direct response
marketing. These marketing are considered online marketing and they can make effective
result because they are not pure direct response marketing. The quantity of the responses to
investments on twitter, face book and other social marketing campaigns are difficult to
quantify. As well as it is impossible to track all the responses from each campaign alone
because this type of direct marketing is a very effective one and have infinity numbers of
38
consumers. The social networking is about making connections and developing relationships.
It’s more likely to reach people and start a relationship rather than marketing products with
measurable outcomes.

The marketing mix is a combination of different tactics to spread too many and speak to
few. Direct marketing’s types are a part of marketing mix. The company decides how much
part is predicted to how much one is needed to promote action and measurable dealings with
consumers.

According to Jeanne Grunert (the president of Seven Oaks Consulting) (2009), the
marketing firm helps the business to focus and explain the market message and strategies to
attract new consumers and businesses. Jeanne Grunert’s has insights and motivate and
inspire many small businesses owners to achieve their goals.

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 Direct Marketing Tools:

Direct marketing includes a number of different marketing tools that require the company
to implement and use. These marketing tools may be emails, sales letters, telesales, or other
tools.

1 Direct Marketing Emails

Emails may be a form of direct marketing or they can be e-newsletters. The difference
between direct marketing emails and other emails is that they require an action now that can
be tracked and measured. The email may, for example, be a description of a product and at
the end give the person the call to “buy it now” by visiting your website. The company will
be able to track how many people clicked on the link and bought your product using online
tracking software. When writing direct marketing emails the sender need to be aware that he
cannot write them in the same way he would write other direct marketing materials as this
will probably get them caught in spam filters so try to disguise your direct marketing
message while still giving a powerful call to action (Berry, 2011)

2 Telesales

Companies try to contact their customer through telephone calls since it permit them to
reach wider target, his form of direct marketing is telesales and although many customers
don’t like it, it can still bring results. In order to get the best results from telesales the
company should target the lists and try a two-call system whereby you first of all call to
find out the customer’s needs and then phone back later for the direct marketing call
(Palmer & Gehlen, 2003).

3 Sales Letters

Sales letters are a form of direct marketing; they appear on websites and in magazines.
Sales letters use the method of calling people many times and leaving a convincing copy
about the product the repeat itself many times. However, the best way to achieve success in
this way is by writing a persuasive copy that convince the consumers and perceive their needs
and explains how the product can help and fulfill their demands (Hennerberg & Alexander,
2012).

4 Infomercials

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Infomercials are another type of direct marketing that is placed on television; this type is
very encouraging type because it promotes the consumer and encourages him to purchase
theproducts. In order for this type of direct marketing to be successful, it uses the
celebrities, or scientists to create reliability. In addition to that this type needs many
bonuses and money guarantees to be achieved well (Hamstra, 1999).

Many tools can be used in direct marketing process but they all aim to get the consumer to
respond directly and not wait for long time to respond towards the product. Achieving this
differs with the tool used and its important to know how to use each tool in direct marketing
(Hennerberg & Alexander, 2012).

Direct marketing success factors:

In many situations direct marketing is more beneficial to be used than any other type of
marketing. Direct marketing must be able to identify the target consumers by sharing
characteristics and information. The more characteristics of the target consumers that can
be identified, the more a direct marketing campaign targeted to those individuals will work.
Since direct marketing relies on direct communications and encouraging the consumer to
act, it is important to reach the target customers through mailing lists or broadcast medium.

Other situations where direct marketing will work well are the situations that demands lots
of talking and explaining about the product or service, and this is when the products has a
potential for repeat sales and when there’s no need to have great control over the sales
message.

Direct marketing programs achieve success while delivering the right offer at the
appropriate time and to the right person in a convenient way. This type of marketing
requires a complex discipline with expertise in many fields to achieve success. Direct
marketing identify the target market and select the convenient media in which it reaches
more consumers.

Direct markers use an effective execution in order to influence the consumers, and they
present the offer in a very effective way to absorb the customer attention. Direct marketing
is a process of communication that regulates the relationships between existing customers
and the new ones.

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 Impact of Direct Marketing on Consumer Buying Behaviour:

Direct marketers use communication programmes targeted at existing customers to help retain
customers, and tactics which are designed to maximise the profitability of existing customers
through extra sales. Direct marketing is used to provide information sheets, newsletters, product
catalogues, and other vehicles which deliver help, news, information and ways of makingthe
product more valuable to consumers. Driven by the need to make it easy for customers to respond to
the organization, carelines have grown considerably in importance throughout Europe

Direct marketing is a term used to refer to all media activities that generate a series of
communications and responses with an existing or potential customer, Thus Direct marketing is
concerned with the management of customer behavior.

Direct marketing keeps the consumers by creating direct contacts with them, by fulfilling the needs
and requests of the consumers, and on this basis, it increases sales. Direct marketing as one of the
main forms of promotion is increasingly being used by companies, by increasing the performance
of the companies. In the research it results that in the major number of companies, direct marketing
has had an impact in increasing sales and companies develop direct contacts through telephone and
e-mail, to present their products or services and to create close contacts with their clients.

In an effort to increase the productivity of the sales force and to use their expensive skills more
effectively, direct marketing has provided organizations with an opportunity to improve levels of
performance and customer satisfaction. In particular, the use of an inside telemarketing department
is seen as a compatible sales channel to the field sales force. A telemarketing team can accomplish
the following tasks:

1. they can search for and qualify new customers, thereby saving the field force from cold calling;

2. they can service existing customer accounts and prepare the field force should they be required to
attend to the client personally;
3. they can seek repeat orders from marginal or geographically remote customers, particularly if they
are low-unit-value consumable items;
4. they can provide a link between network members that serves to maintain the relationship,
especially through periods of difficulty and instability

What is Consumer buying behaviour?

We have all experienced the moment when we walk into a store and see something that
we just have to have. Retailers spend billions of dollars every year trying to generate that

42
feeling in their customers. Web campaigns, video and print ads, social media campaigns,
and branding seem to converge as the consumer finally feels a connection to a product and
makes a purchase. So, what drives that behavior? And how do you capture and then
replicate that lightning-in-a-bottle moment when a potential customer turns into a buyer?
This blog will dive into what consumer buying behavior is, what influences it, and what
the different types of buyers are.

Consumer Buying Behavior refers to the actions taken (both on and offline) by consumers
before buying a product or service. This process may include consulting search engines,
engaging with social media posts, or a variety of other actions. It is valuable for businesses
to understand this process because it helps them better tailor their marketing initiatives to
the marketing efforts that have successfully influenced consumers to buy in the past.

43
What are the major factors that influence consumer buyer behavior?

There are many factors that influence the buyer behavior. Consumer behavior refers to the
selection, purchase and consumption of goods and services for the satisfaction of their
wants. There are different processes involved in the consumer behavior. Initially the
consumer tries to find what commodities he would like to consume, then he selects only
those commodities that promise greater utility. After selecting the commodities, the
consumer makes an estimate of the available money which he can spend. Lastly, the
consumer analyses the prevailing prices of commodities and takes the decision about the
commodities he should consume. Meanwhile, there are various other factors influencing the
purchases of consumer such as marketing, personal, social, cultural, personal and
psychological factors. Marketing Factors Each element of the market mix – product,
pricing, promotion and place has the potential to affect the buying process at various
stages.

Product: The uniqueness of the product, the physical appearance and packaging can
influence buying decision of a consumer.

Pricing: Pricing strategy does affect buying behaviour of consumers. Marketers must
consider the price sensitivity of the target customers while fixing prices.

Promotion: The various elements of promotion such as advertising, publicity, public

relations, personal selling, and sales promotion affect buying behaviour of consumers

44
Marketers select the promotion mix after considering the nature of customers.
Psychological Factors
A person’s buying behaviour is influenced by psychological factors such as

Learning: It refers to changes in individual behaviour that are caused by information and
experience. For example, when a customer buys a new brand and is satisfied by its use,
then he/she is more likely to buy the same brand the next time. Through learning, people
acquire beliefs and attitudes, which in turn influence the buying behaviour.

Attitude: It is a tendency to respond in a given manner to a particular situation or object

or idea. Consumers may develop a positive, or negative or neutral attitude towards certain
product or brands, which in turn would affect his/her buying behaviour.

Motives: A motive is the inner drive that motivates a person to act or behave in a certain
manner. The marketer must identify the buying motives of the target customers and
influence them to act positively towards the marketed products.

45
Perception: It is the impression, which one forms about a certain situation or object. A
motivated person is ready to act. But the way or the manner in which he acts is influenced
by his/her perception of the situation.

Beliefs: A belief is a descriptive thought, which a person holds about certain things. It
may be based on knowledge, opinion, faith, trust and confidence. People may hold certain
beliefs of certain brands/products. Beliefs develop brand images, which in turn can affect
buying behaviour.

Situational Influences
Major situational influences include the physical surroundings, social surroundings, time,
the nature of the task, and monetary moods and conditions.

Physical Surroundings: The physical surroundings at the place of purchase affects

buying behaviour. For instance, when a customer is shopping in a store, the features that
affects buying behaviour would include the location of the store, the decor, the layout of
the store, the noise level, the way merchandise is displayed, and so on.

Social Surroundings: The social surroundings of a situation involve the other people
with the customer that can influence buying decision at the point of purchase. For instance,
a bargain hunter shopping with an impatient friend may do quick purchases, and may not
bargain over the price, so as to please the impatient customer.

Time Factor: Customers may make different decisions based on when they purchase the
hour of the day, the day of the week, or the season of the year. For instance, a consumer
who has received a pay cheque on a particular day may shop more items, than at the end of
the month when he is short of funds.

Momentary Conditions: The moods and conditions of the customer at the time of
purchase may also affect the buying decision. A customer who is very happy would make
a different buying decision, as compared to when he is not happy.

Social Factors

The social factors such as reference groups, family, and social and status affect the
buying behaviour:

Reference Groups: A reference group is a small group of people such as colleagues at

work place, club members, friends circle, neighbours, family members, and so on.

Reference groups influence its members as follows:

46
- They influence members’ values and attitudes.

- They expose members to new behaviours and lifestyles.

- They create pressure to choose certain products or brands.

Family: The family is the main reference group that may influence the consumer
behaviour. Nowadays, children are well informed about goods and services through media
or friend circles, and other sources.

Roles and Status: A person performs certain roles in a particular group such as family,
club, organisation, and so on. For instance, a person may perform the role of senior
executive in a firm and another person may perform the role of a junior executive. The
senior executive may enjoy higher status in the organisation, as compared to junior
executive.

People may purchase the products that conform to their roles and status, especially in
the case of branded clothes, luxury watches, luxury cars, and so on.

Cultural Factors

Culture includes race and religion, tradition, caste, moral values, etc. Culture also includes
sub- cultures such sub-caste, religious Sects, language, etc.

Culture: It influences consumer behaviour to a great extent. Cultural values and

elements are passed from one generation to another through family, educational
institutions, religious bodies, social environment, etc. Cultural diversity influences food
habits, clothing, customs and traditions, etc. For instance, consuming alcohol and meat in
certain religious communities is not restricted, but in certain communities, consumption of
alcohol and meat is prohibited.

Sub-Culture: Each culture consists of smaller sub-cultures that provide specific identity
to its members. Subcultures include sub-caste, religious sects geographic regions as South
Indians, North Indians, and based on languages etc. The behaviour of people belong to
various sub- cultures is different. Therefore, marketers may adopt marketing approach, i.e.,
designing and marketing goods and services that cater to the tastes and preferences of
consumers belonging to different sub-cultures.

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What are four types of buyers?

The most important part of selling is knowing who your buyer is. Of course each buyer is
unique, but there are four basic personality types into which they can be grouped. By
identifying your buyer’s personality type and what motivates him, you can tailor your sales
presentation to meets his needs. With just a little bit of communication, observation, and
research, the seller can use his knowledge of these decision-making styles to build better
and longer lasting customer relationships and to increase his close rate.

Here are the four main customer personalities that are relevant to the sales environment:
Analytical Buyers
These buyers are motivated by logic and information. They are best identified by their
tendencies towards perfectionism and attention to detail. They can seem indecisive,

48
introspective, or even withdrawn, but this shouldn’t fool you. These buyers only behave in this
manner when they don’t have all the information they need in order to make an informed
decision. To them, accuracy is the most important goal, and they try to avoid risks as much
as possible.

How to Sell to Analytical Buyers

Since these people are interested in logic and accuracy, give them as much information as
possible. Also, give them enough time to really consider all the facts without feeling
pressured to rush into a decision. Repeat yourself several times for clarification, and
provide statistics, testimonials, and case studies to support your claims.

Amiable Buyers

This group of buyers is motivated by stability and cooperation. Their aim is to make
everyone else happy. They are constantly worried about how their choices will affect the
people around them, and for this reason it’s often difficult for them to make big decisions.

How to sell to amiable buyers

Since their decision-making process is very slow, try to key into the social aspects that will
make them feel most comfortable. These people hate change and chaos, so it’s important
to highlight the ease of transition your service will provide.

Be friendly and establish a rapport. Don’t throw in new information at the last minute, but
present in a systematic style. Explain to them why your service will maintain the status
quo.

Driver Buyers

These people are motivated by power and respect. They are most concerned with how
others follow and view their directions. You need to recognize them right away so that you
can make them feel empowered in all your interactions.

The greatest fear of this group of people is to be taken advantage of or to be disrespected.

For this reason, they tend to be aggressive and controlling in an attempt to get the results
they want.
49
 How to sell to driver buyers

Show them proof of your service. Also, show some respect for their position without
allowing yourself to be knocked over. These people have no respect for weak characters,
but if they trust you, they will make an instant decision.

Make statements concise, brief, and active. Prepare a list of options that they can control,
and share facts and results. Do not focus on details but on big-picture benefits. Last but not
least, avoid emotional arguments.

What are the 5 Stages of Consumer Buying Behaviour Process?

Generally speaking, the consumer decision-making process involves five basic steps.

1. Problem recognition
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The first step of the consumer decision-making process is recognizing the need for a service or
product. Need recognition, whether prompted internally or externally, results in the same
response: a want. Once consumers recognize a want, they need to gather information to
understand how they can fulfill that want, which leads to step two.

But how can you influence consumers at this stage? Since internal stimulus comes from within
and includes basic impulses like hunger or a change in lifestyle, focus your sales and marketing
efforts on external stimulus.

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 Develop a comprehensive brand campaign to build brand awareness and recognition––you
want consumers to know you and trust you. Most importantly, you want them to feel like they
have a problem only you can solve.

Example: Winter is coming. This particular customer has several light jackets, but she’ll need a
heavy-duty winter coat if she’s going to survive the snow and lower temperatures.

2. Information search

content map with funnel b2c example

Content Map with Funnel (B2C) Example (Click on image to modify online)

When researching their options, consumers again rely on internal and external factors, as well
as past interactions with a product or brand, both positive and negative. In the information
stage, they may browse through options at a physical location or consult online resources, such
as Google or customer reviews.

Your job as a brand is to give the potential customer access to the information they want, with
the hopes that they decide to purchase your product or service. Create a funnel and plan out the
types of content that people will need. Present yourself as a trustworthy source of knowledge
and information.

Another important strategy is word of mouth—since consumers trust each other more than they
do businesses, make sure to include consumer-generated content, like customer reviews or
video testimonials, on your website.

Example: The customer searches “women’s winter coats” on Google to see what options are
out there. When she sees someone with a cute coat, she asks them where they bought it and
what they think of that brand.

3. Alternatives evaluation
At this point in the consumer decision-making process, prospective buyers have developed
criteria for what they want in a product. Now they weigh their prospective choices against
comparable alternatives.

Alternatives may present themselves in the form of lower prices, additional product benefits,
product availability, or something as personal as color or style options. Your marketing
52
 material should be geared towards convincing consumers that your product is superior to other
alternatives. Be ready to overcome objections—e.g., in sales calls, know your competitors so
you can answer questions and compare benefits.

Example: The customer compares a few brands that she likes. She knows that she wants a
brightly colored coat that will complement the rest of her wardrobe, and though she would
rather spend less money, she also wants to find a coat made from sustainable materials.

4. Purchase decision

This is the moment the consumer has been waiting for: the purchase. Once they have gathered
all the facts, including feedback from previous customers, consumers should arrive at a logical
conclusion on the product or service to purchase.

If you’ve done your job correctly, the consumer will recognize that your product is the best
option and decide to purchase it.

Example: The customer finds a pink winter coat that’s on sale for 20% off. After confirming
that the brand uses sustainable materials and asking friends for their feedback, she orders the
coat online.

5. Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the consumer
and the seller. As a seller, you should try to gauge the following:

Did the purchase meet the need the consumer identified?

Is the customer happy with the purchase?

How can you continue to engage with this customer?

Remember, it’s your job to ensure your customer continues to have a positive experience with
your product. Post-purchase engagement could include follow-up emails, discount coupons,
and newsletters to entice the customer to make an additional purchase. You want to gain life-
long customers, and in an age where anyone can leave an online review, it’s more important
than ever to keep customers happy.

Tools to better understand your customer

Putting yourself in the customer’s shoes can help you steer consumers towards your product.
Here are some tools to help you analyze their decision-making process and refine your brand
53
marketing and sales tactics.

54
 COMPANY PROFILE

Furnitech is a furniture shop located in Panvel, Maharashtra, India. The company was
established in [2018] and has since become a leading player in the local furniture industry.

Furnitech offers a wide range of furniture products for both residential and commercial
use, including chairs, tables, sofas, beds, cabinets, and other household and office
furnishings. The company sources its materials from reliable suppliers and uses modern
manufacturing techniques to produce high-quality furniture products that meet the needs
and preferences of its customers.

Furnitech has established a strong reputation in the local market for its quality products,
competitive prices, and excellent customer service. The company's team of experienced
professionals is dedicated to providing personalized service and advice to customers,
helping them choose the best furniture products to meet their needs and budget.

In addition to its focus on quality and affordability, Furnitech is committed to

sustainability and eco-friendliness. The company offers a range of eco-friendly furniture
products made from recycled materials, helping to reduce waste and support
environmental sustainability.

Despite facing challenges such as rising costs of raw materials, supply chain disruptions,
and increasing competition from e-commerce platforms, Furnitech continues to grow and
expand its operations. The company is committed to innovation and leveraging technology
to enhance its operations and reach a wider customer base.

Overall, Furnitech is a leading furniture shop in Panvel that is known for its quality
products, competitive prices, and excellent customer service. The company's commitment to
sustainability and innovation makes it well-poised for continued growth in the coming
years.

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56
Location and Overview

Furnitech furniture shop is located in Panvel, a city in the Raigad district of Maharashtra, India.
The shop is situated in a prime location in the city, making it easily accessible to local residents
and businesses.

Furnitech offers a wide range of furniture products for both residential and commercial use,
including chairs, tables, sofas, beds, cabinets, and other household and office furnishings. The shop
has a spacious showroom that displays a variety of furniture products, allowing customers to
browse and choose the products that best suit their needs and preferences.

The staff at Furnitech are experienced professionals who are dedicated to providing personalized
service and advice to customers. They have in-depth knowledge of the furniture products available
at the shop and can guide customers in selecting the right products to meet their needs and budget.

In addition to its focus on quality and affordability, Furnitech is committed to sustainability and
eco-friendliness. The shop offers a range of eco-friendly furniture products made from recycled
materials, helping to reduce waste and support environmental sustainability.

Furnitech is a popular destination for those in search of quality furniture products in Panvel. The
shop's commitment to customer satisfaction and sustainability, along with its competitive prices
and wide selection of products, makes it a go-to destination for furniture shopping in the area.

OUR VISION

our vision is to become the leading provider of quality furniture products in the Panvel region,
offering a wide range of products that meet the needs and preferences of our customers. We aim to
be known for our commitment to sustainability and eco-friendliness, as well as our exceptional
customer service and competitive pricing. We strive to continually innovate and improve our
operations to ensure that we remain at the forefront of the furniture industry in Panvel and
beyond.

OUR MISSION

Our mission is to provide high-quality furniture products that meet the needs and preferences of
our customers in Panvel and beyond. We are committed to sourcing materials from reliable
suppliers and using modern manufacturing techniques to produce durable, functional, and stylish
furniture products. We strive to offer exceptional customer service and value, ensuring that our
customers receive personalized attention and advice to help them make informed decisions about their
57
furniture purchases. We are committed to sustainability and eco-friendliness, offering a range of
products made from recycled materials and reducing waste wherever possible. Overall, our
mission is to be a trusted and respected provider of quality furniture products that enhance the
comfort and style of our customers' homes and businesses.

Quality and Services

Furnitech in Panvel is known for providing high-quality furniture products and excellent customer
service. Here are some of the ways in which Furnitech demonstrates its commitment to quality and
service:

Quality products: Furnitech sources its materials from reliable suppliers and uses modern
manufacturing techniques to produce high-quality furniture products that are durable, functional, and
stylish. The shop offers a wide range of furniture products for both residential and commercial use,
including chairs, tables, sofas, beds, cabinets, and other household and office furnishings.

Customized solutions: Furnitech provides personalized attention to each customer and offers
customized solutions to meet their specific needs and preferences. The staff at the shop are
knowledgeable and experienced professionals who can provide expert advice and guidance to
customers, helping them choose the best furniture products to meet their requirements and budget.

Excellent customer service: Furnitech is committed to providing excellent customer service and
ensuring that customers have a positive shopping experience. The staff at the shop are friendly,
courteous, and always willing to help customers with their queries and concerns. The shop offers
after-sales support and assistance to ensure that customers are satisfied with their purchases.

Eco-friendliness: Furnitech is committed to sustainability and eco-friendliness, offering a range of

eco-friendly furniture products made from recycled materials. The shop also reduces waste
wherever possible, and encourages its customers to adopt environmentally responsible practices.

Overall, Furnitech in Panvel is known for providing high-quality furniture products and excellent
customer service, demonstrating its commitment to quality and service.

58
59
 Who are we?

Furnitech in Panvel is a furniture shop that offers a wide range of quality furniture products for
both residential and commercial use. The shop is located in a prime location in the city, making it
easily accessible to local residents and businesses.

Furnitech is committed to providing high-quality furniture products that meet the needs and
preferences of its customers. The shop sources its materials from reliable suppliers and uses
modern manufacturing techniques to produce durable, functional, and stylish furniture products.

The staff at Furnitech are experienced professionals who are dedicated to providing personalized
service and advice to customers. They have in-depth knowledge of the furniture products available
at the shop and can guide customers in selecting the right products to meet their needs and budget.

In addition to its focus on quality and affordability, Furnitech is committed to sustainability and
eco-friendliness. The shop offers a range of eco-friendly furniture products made from recycled
materials, helping to reduce waste and support environmental sustainability.

Overall, Furnitech in Panvel is a trusted and respected provider of quality furniture products that
enhance the comfort and style of its customers' homes and businesses.

60
Why Furnitech was selected?

However, there may be several reasons why Furnitech would be a good choice for an internship,
such as:

Learning opportunity: Furnitech provides a great opportunity to learn about the furniture
industry, its trends, and its challenges. Interns can gain practical knowledge of the industry and
learn how a furniture shop operates.

Quality products and services: Furnitech is known for providing high-quality furniture products
and excellent customer service. Interns can learn about the importance of quality and customer
service in the furniture industry, and how it affects the success of a business.

Personalized attention: Furnitech provides personalized attention to each customer and offers
customized solutions to meet their specific needs and preferences. Interns can learn about the
importance of customer satisfaction and how to provide personalized service to customers.

Sustainability: Furnitech is committed to sustainability and eco-friendliness, offering a range of

eco-friendly furniture products made from recycled materials. Interns can learn about the
importance of sustainability in business and how it can impact a company's reputation and success.

Overall, an internship at Furnitech could provide a valuable learning experience for students
interested in the furniture industry, customer service,

61
 Work Culture

Communication: Effective communication is essential to a positive work culture. A company that

values open communication channels and provides regular feedback can foster a more
collaborative and productive work environment.

Teamwork: A good work culture encourages teamwork and collaboration. When employees work
together and support each other, they are more likely to feel valued and motivated, which can lead
to better job satisfaction and performance.

Work-Life Balance: A good work culture promotes work-life balance, which means that
employees have the opportunity to maintain a healthy balance between their personal and
professional lives.

Employee Recognition and Support: A good work culture values its employees and recognizes their
contributions. Providing opportunities for growth and development, offering competitive
compensation and benefits, and showing appreciation for employee achievements can help create a
positive and supportive work environment.

Overall, a good work culture in Furnitech furniture showroom in Panvel would promote teamwork,
communication, work-life balance, employee recognition, and support. These factors can contribute to
creating a positive and productive work environment that values its employees and supports their
success.

62
 Organizational Structure

Executive management: This includes the highest level of management, such as the CEO or
president, who is responsible for overall strategic planning and decision-making.

Sales and marketing: This department is responsible for developing and implementing sales and
marketing strategies to attract and retain customers.

Operations: This department manages the day-to-day operations of the furniture showroom,
including inventory management, logistics, and order fulfillment.

Finance and accounting: This department handles financial planning, accounting, and reporting.

Customer service: This department is responsible for providing excellent customer service and
addressing customer inquiries and concerns.

Human resources: This department manages employee relations, recruitment, training, and
development.

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Overall, the organizational structure of Furnitech in Panvel would depend on its size, scope of
operations, and business model. However, a well-designed organizational structure should be able
to efficiently allocate resources, promote communication and collaboration among departments,
and support the overall business strategy.

64
 DIRECT SELLING STRATEGIES BY FURNITECH

some common direct selling strategies that furniture showrooms use include:

Personal Selling: Personal selling involves one-on-one communication between a salesperson and
a potential customer. This strategy is effective in building relationships with customers,
understanding their needs and preferences, and providing personalized recommendations.

Telemarketing: Telemarketing involves making sales calls to potential customers to promote

products and services. This strategy can be cost-effective and allows sales representatives to
quickly reach a large number of potential customers.

Social Media Marketing: Social media marketing involves promoting products and services
through social media platforms such as Facebook, Instagram, and Twitter. This strategy can be
effective in reaching a wide audience and building a brand following.

Direct Mail: Direct mail involves sending promotional materials such as catalogs, brochures, and
postcards directly to potential customers through mail. This strategy can be effective in reaching
targeted customers and generating leads.

Trade Shows and Exhibitions: Participating in trade shows and exhibitions is an effective way to
showcase products and services to a targeted audience. This strategy can help generate leads and
build relationships with potential customers

Overall, the direct selling strategies employed by Furnitech in Panvel would depend on its target
market, product offerings, and marketing goals. By using effective direct selling strategies,
Furnitech can increase brand awareness, generate leads, and ultimately drive sales.

65
 SERVICES OFFERED BY FURNITECH

Interior Design Consultation: Furnitech showroom may offer interior design consultation services
to help customers create a cohesive and stylish look for their home or office.

Custom Furniture Design: Some furniture showrooms offer custom furniture design services where
customers can work with a designer to create a unique and personalized piece of furniture.

Delivery and Installation: Many furniture showrooms offer delivery and installation services to
ensure that their products are safely transported and installed in the customer's home or office.

Financing Options: Furnitech showroom may offer financing options to make it easier for
customers to purchase their products.

After-Sales Service: Furnitech showroom may offer after-sales services such as maintenance,
repair, or replacement services to ensure that their products continue to meet the customer's needs over
time.

Overall, the services offered by Furnitech showroom in Panvel would depend on its business
model, target market, and customer needs. By offering a range of services, Furnitech can provide a
more comprehensive and satisfying customer experience, ultimately leading to increased customer
loyalty and sales.

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 Learning Objective

The learning objectives of an internship as a direct marketer from Furnitech in Panvel may include:

To Develop a comprehensive understanding of the furniture industry, including trends, products, and
target customers.

To Learn about the various direct marketing strategies used by Furnitech to promote their products
and services, including personal selling, telemarketing, social media marketing, direct mail, and
trade shows.

To Gain experience in implementing direct marketing strategies, including conducting market

research, creating marketing campaigns, and tracking and analyzing marketing metrics.

To Developing strong communication and interpersonal skills, including the ability to build
relationships with potential customers and effectively communicate the value of Furnitech’ s
products and services.

To Learn about the sales process, including lead generation, qualification, and closing, and gaining
experience in sales techniques such as objection handling and negotiation.

To Gain practical experience in using sales and marketing software, including customer
relationship management (CRM) software, email marketing platforms, and social media
management tools.

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Overall, an internship as a direct marketer from Furnitech in Panvel can provide valuable hands-
on experience in the furniture industry and direct marketing strategies, as well as the opportunity to
develop important skills that can be applied to a wide range of careers.

Nature of Job

As a direct marketer in Furnitech, the nature of the job would involve promoting the company's
products and services directly to potential customers. Some of the key responsibilities of a direct
marketer in Furnitech may include:

Conducting market research to identify potential customers and understand their needs and
preferences.

Developing and implementing direct marketing campaigns, including email marketing, social
media marketing, telemarketing, and direct mail campaigns.

Identifying potential sales leads and qualifying them based on their level of interest and fit with
Furnitech's products and services.

Building relationships with potential customers through phone calls, emails, in-person meetings, and
other forms of communication.

Communicating the value of Furnitech’ s products and services to potential customers and
addressing any questions or concerns they may have.

Closing sales and managing the sales process from start to finish, including negotiating contracts
and following up with customers after the sale.

Tracking and analyzing marketing metrics to measure the effectiveness of marketing campaigns
and make adjustments as needed.

Overall, the role of a direct marketer in Furnitech would involve a combination of sales,
marketing, and customer relationship management, with a focus on building relationships with
potential customers and driving sales through direct communication and targeted marketing
campaigns.
68
Weekly overview of internship activities as a direct marketer in Furnitech:

Week 1:(Date 25th April 2023 -29th April 2023)

Orientation and introduction to Furnitech's products, services, and direct marketing strategies.

Conducting market research to identify potential customers and understand their needs and
preferences.

Shadowing experienced direct marketers and observing their sales and marketing techniques.

Week 2:( Date 2nd may 2023-6th May 2023)

Developing a direct marketing campaign using email marketing or social media marketing.

Identifying potential sales leads and qualifying them based on their level of interest and fit with
Furnitech's products and services.

Drafting personalized emails or messages to potential customers and sending out Product related
details.

Week 3:( Date 9th may 2023-13th May 2023)

Conducting telemarketing campaigns to follow up on leads and generate new sales opportunities.
Practicing effective communication techniques, objection handling, and negotiation skills.
Keeping track of sales leads, customer interactions, and marketing metrics using CRM software.

69
 Week 4:( Date 16th May 2023- 20th May 2023)

Attending a trade show or industry event to represent Furnitech and showcase its products and
services.

Collecting contact information from potential customers and following up with personalized
messages or phone calls.

Analyzing the effectiveness of the trade show or event in terms of generating leads and closing
sales.

Week 5:( Date 23rd May 2023 -27th May 2023)

Creating a direct mail campaign and sending out promotional materials to a targeted list of
potential customers.

Tracking and analyzing the response rates and conversion rates of the direct mail campaign.
Refining the campaign based on the results and feedback from customers.
Week 6:(Date 30th May 2023-3rd June 2023)

Conducting a final review of the internship experience and reflecting on the skills and knowledge
gained.

Presenting the results of the marketing campaigns and providing recommendations for future
marketing strategies.

Networking with Furnitech employees and other professionals in the furniture industry.

Challenges faced during Internship

As a direct marketer in Furnitech, there were several challenges that were face during the
internship, such as:

1. Lead Generation: One of the most significant challenges faced by direct marketers is to generate
quality leads for the company. Identifying potential customers and converting them into paying
customers can be a time-consuming process that requires patience and persistence.
70
2. Time Management: Direct marketing involves managing multiple tasks and priorities
simultaneously, such as following up with leads, sending out marketing materials, and analyzing
marketing metrics. It is essential to prioritize tasks effectively and manage time efficiently to meet
deadlines and achieve marketing goals.
3. Communication: Effective communication is critical to the success of direct marketing campaigns.
Direct marketers must be skilled in communicating the value of Furnitech's products and services,
addressing customers' questions and concerns, and handling objections. Poor communication skills
can lead to missed opportunities and lost sales.
4. Rejection: Rejection is an inevitable part of direct marketing, and it can be challenging to handle
emotionally. Direct marketers must be able to handle rejection gracefully and maintain a positive
attitude to stay motivated and persistent.
5. Keeping up with Industry Trends: The furniture industry is highly competitive and constantly
evolving. Direct marketers must stay up-to-date with the latest industry trends, competitor
strategies, and customer preferences to develop effective marketing campaigns that resonate with
potential customers.

Overall, while these challenges were daunting, they also provide valuable learning opportunities
for direct marketers to develop essential skills such as resilience, adaptability, and problem-
solving.

Learning Experience

An internship at Furnitech has provide me with a valuable learning experience in the furniture
industry. I had the opportunity to work with a team of experienced professionals, gain exposure to
different aspects of the business, and develop new skills.

During my internship, I was given a variety of tasks to complete, such as assisting with product
design, marketing and sales initiatives, and customer service. I have the opportunity to shadow and
learn from experienced professionals, participate in team meetings and brainstorming sessions, and
attend industry events and trade shows.

One of the benefits of an internship at Furnitech is that I had have the opportunity to work on real-
world projects and contribute to the company's success. This can provide you with a sense of
accomplishment and help you build a portfolio of work that you can use to demonstrate your skills

71
and experience to future employers.

Overall, a Furnitech internship can be a great opportunity to learn about the furniture industry, gain
practical experience, and develop new skills that will be valuable in your future career.

72
 Recommendations

Develop a Strong Brand Identity: Furnitech should focus on developing a strong brand identity that
differentiates them from their competitors. They can create a unique logo, color palette, and
messaging that conveys their values and mission.

Utilize social media: Furnitech can leverage social media platforms like Facebook, Instagram, and
Twitter to reach their target audience. They can share images and videos of their products,
promotions, and events to engage with their followers.

Use Influencer Marketing: Collaborating with influencers who have a large following in the
furniture an1d home décor industry can help Furnitech expand their reach and gain credibility with their
target audience.

Offer Discounts and Promotions: Furnitech can offer discounts, promotions, and special deals to
entice customers to purchase their products. This can be a great way to drive sales and attract new
customers.

Improve Website Design and Functionality: Furnitech's website should be user-friendly, visually
appealing, and easy to navigate. They can consider adding features like customer reviews, a blog, and
an FAQ section to improve the customer experience.

Attend Trade Shows and Events: Furnitech can attend furniture trade shows and events to
showcase their products and network with industry professionals. This can help them gain
exposure and build relationships with potential customers and partners.

Expand Product Line: Furnitech can consider expanding their product line to include a wider range
of furniture styles and designs to cater to a broader customer base. They can also offer
customization options for customers who want to personalize their furniture.

Overall, Furnitech should focus on developing a comprehensive marketing strategy that aligns with
their business goals and target audience. By implementing these recommendations, they can increase
brand awareness, drive sales.

73
 Conclusion

Furnitech is a furniture company that offers high-quality, contemporary furniture pieces for both

residential and commercial use. They have a strong focus on sustainability and use eco-friendly

materials in their products. Furnitech's products are designed to be functional, durable, and stylish,

making them an attractive choice for customers who value both aesthetics and functionality.

Furnitech has a strong online presence and offers a user-friendly website where customers can

browse and purchase their products. They also have a strong focus on customer service, providing a

high level of support and assistance to customers throughout the purchasing process.

Overall, Furnitech is a well-established and reputable furniture company that has gained a loyal

customer base through its commitment to quality, sustainability, and customer service. With its

focus on innovation and design, Furnitech is poised to continue growing and expanding its

offerings to meet the evolving needs of its customers.

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https://www.techfunnel.com/martech/the-scope-of-direct-marketing- every-cmo-
should-know/
https://www.feedough.com/direct-marketing-definition-types- strategies-examples/

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