Data Collection Relating to Personal Information and...

Data collection relating to personal information and purchase behaviours – a consumer perspective. Every individual to a certain percentage values their privacy. Differentiating factors amongst various individuals could be their cultural background, social environment, literacy and general awareness amongst others. Advancements in technology leading to development of secret cameras for instantaneous photographs, discount cards that store your purchase information, and scanners, have also contributed to this invasion of privacy. Database marketing assist marketers to record actual purchase behaviours of customers and hence help them monitor and tailor their promotions towards the customer’s interests. Also on the internet a customer is†¦show more content†¦Although legal sanctions for misuse of consumer information are now in place, many marketers still ignore this and continue the practise. But it is inevitable that marketers must put a balance between their quest for information from market researches and making their customers feel comfortable doing business with them. Thearling (1998) in his work on data mining technology condemns the violation of the customer’s right to privacy of his information. For instance if you give your details solely for the purpose of making a credit card purchase and it is used for any other secondary purpose such as data mining, then it is a serious offence. The primary purpose of data collection must be clearly understood by the customer, with an option to opt out of the disclosure of such data in place. He gave an example of the CVS drug store who continually called customers up when their subscription was due for the use of Elensys. Obviously they got the data through data mining of patients’ medical data from hospitals or previous purchases. Personally, I feel this issue should be deeply addressed and should be sanctionable to make consumers more comfortable doing their businesses without fear of losing their privacy. References: Graeff, T.R. and Harmon S.(2002) Collecting and using personal data: Consumers’ awareness and concerns. Journal of Consumer Marketing. Vol.19 No. 4 pp302-318. Available from:Show MoreRelatedBrand Image Attitude and Perceptions toward a Brand during the Course of an Acquisition in the UK Clothing Industry3359 Words   |  14 PagesBrand during the Course of an Acquisition  in the clothing industry in the UK Brand is a powerful tool to attract more consumers to buy particular products. In a developed country like UK, clothing industry is one of the major industries that substantially contribute to the economy. 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