The Perception of Telemarketing by Indian Consumers: A Study with Special Reference to Haryana Region

Abstract

Rising income, cheaper internet, the need to stay connected, and the rising information need are some of the factors that have led the Indian smartphone market to grow into one of the largest smartphone markets in the world. The total Indian telephone base stands at 1172.34 million by March 2023, as per the Telecom Regulatory Authority of India. This number was 970.97 million in December 2014 and 581.81 million in January 2010. The overall tele-density stands at 84.51% at the end of March, 23. The urban tele-density was 133.81%, whereas the rural tele-density was 57.71% during the same period. The share of urban and rural subscribers in the total number of telephone subscribers at the end of March, 23 was 55.76% and 44.24%, respectively. This growth in the telecom market has been used by the companies to market their products and services to existing and potential customers. Customers having mobile phones are given calls either manual or recorded to inform them about the company's existing or new products and services and promotional schemes thereon. This telemarketing is a low-cost solution for the companies, giving them wide coverage. On the other hand, customers may be happy or annoyed to receive such calls. Therefore, it is necessary to know the customers perception and attitude towards telemarketing, the influence of telemarketing on customers purchasing decisions, and the role of telemarketing in providing useful information about products and services.