Application of the Kano Model to Analyse Consumer Preferences for Direct and Digital Marketing

Abstract

The Kano Model is a suitable tool for understanding consumer preferences and satisfaction in the modern marketing context. Direct and digital marketing is now an imperative tool in a business's arsenal for communicating with customers and the promotion of products and services. This study is an analysis of consumer preference for direct and digital marketing by the method Kano Model. It is based on the determination of the marketing characteristics that lead to satisfaction and dissatisfaction of consumers. Direct marketing channels included in the study are direct mail, telemarketing, SMS and email. It also explores digital marketing channels such as social media, websites, online ads, and mobile apps. The Kano Model defines the customer's needs as the must be, performance, attractive, indifferent and reverse attributes. Primary data is collected by asking questions in a structured questionnaire to selected consumers. Classification of the marketing attributes and comparing the consumer's preference from one channel to another can be achieved through appropriate statistical techniques. The study aims to explore the effects of personalisation, convenience, trust and communication quality on consumer responses. The results can be useful for enhancing the effectiveness of marketing and creating strategies that market products to the customer. The overall findings of the study show the significance of implementing the Kano Model to improve customer satisfaction and customer relationship.