About consumer attitudes towards direct marketing forms (Georgian case)
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Date
2026
Journal Title
Journal ISSN
Volume Title
Publisher
Science and Innovation Publishing
Abstract
The modern rapidly changing environment, characterized by technological innovations and global digital transformation, requires enterprises to effectively use marketing tools. The aim of the paper is to study consumer attitudes towards direct marketing forms in Georgia. It is not enough for companies to achieve success by relying solely on traditional advertising media. Mass communication channels such as television, print media and radio are not as effective today as they were in the past. At the same time, consumer expectations have increased. They are attracted by personal approaches, in which companies directly and actively take into account consumer needs and desires. The presented paper discusses various forms of direct marketing and establishes consumer attitudes towards them and their priorities. As a result of conducting a quantitative study, a number of findings were revealed, and the authors present conclusions and recommendations in the paper.
Description
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Keywords
Citation
Quarterly Refereed and Reviewed International Scientific Journal "Science and Innovation", Issue N2, May, 2026, pp. 676-684