Direct Marketing for Services: Understanding Customer Attitude towards the University of Perpetual Help and its Door-to-Door Direct Marketing And its influence on Purchase Intention

Abstract

This study is aimed at finding the interconnection between direct marketing and services by knowing the attitudes customers have of direct marketing efforts employed by services or service-oriented firms. This shall be known in light of customer attitude towards the University of Perpetual Help and its door-to-door direct marketing effort, and its influence on purchase intention. This descriptive study gathered data from 110 respondents through a one-shot survey questionnaire and a set of interviews. The data were then analyzed quantitatively through a measure of central tendency, mean, and then through logistic regression. The qualitative data, on the other hand, were analyzed by noting themes and patterns. The results of the study showed that there was general positive attitude towards UPH, the door-to-door direct marketing, and intending to enrol at UPH. Moreover, general positive attitude towards the door-to-door direct marketing could predict high probability for the target customers to avail of UPH’s educational services. However, attitude towards UPH could predict higher probability of the purchase intention. All in all, general positive attitude towards UPH and its door-to-door direct marketing predicts high probability that the target customers would intend to enrol at UPH.