Effect of Cold Calling on Customer Attitude and Purchase Intention in a Real Estate sector of Islamabad, Pakistan

Abstract

The purpose of this study is to examine the effect of cold calling on customer attitude and purchase intention in real estate sector in Islamabad. Analysis of cold calling and their impact on customer attitude and purchase intention is established through telemarketing platforms, which can be a strategic marketing tool for the real estate sector. For this research the qualitative data interpretive approach has been used to achieve the objectives of the study, which was to investigate the customer Attitude and purchase intentions toward Real estate cold calling. Qualitative method is used to collect data through in-depth interviews. Interviews were conducted from 10 Sale executives in real estate sector of Islamabad. Interviews were conducted in a semi-structured way. Since consumer Attitude has been given a lot of importance in any sector so an inductive approach was very helpful in gathering in depth information from sale managers in Real estate sector. Data suggested that there is personal and non- personal factor which have a direct impact on customer attitude and if sale person imply all the basic factor it will help in getting positive customer attitude. And to make this positive customer attitude convert into purchase intention we also find a factors that helps in getting lead in Real estate cold calling. This study suggests that following personal and non-personal factors will make cold calling process much easier and also recognize the factors for getting customer purchase intention. Future research should consider a variety of product segments and other industries to make sure that the measurement (of customer attitude towards cold calling) works equally well. In other industry setting, the measurement may need to be adjusted.