An analysis of the spam and its issues in marketing communications in FMCG industry

Cyber-Crimes, Spam 

 This study is focusing on evaluating the extent of spamming problem faced by the online buyers of Fast Moving Consumer goods Industry. Hypotheses are deduced between dependent and independent variables and data were collected through a survey given to 150 participants clustered as school children, undergraduates, professionals. These data collected are tested using statistical methods, correlation analysis, regression analysis, Anowa, Cronbach Alpha and based on the results gathered the developed hypotheses are expected to  be evaluated.The intention of the study was to explore people’s attitudes towards the rigorousness of the issue of spam and the possible remedies that act as barriers against the problem, such as user awareness, actions taken by them to protect themselves and regulations available for cyber crimes. The insights were gathered from mainly three segments of consumers representing school children, undergraduates and professionals/ employees who are having specific profiles on online privacy concerns, socio demographics and particular coping actions, sharing of personal information and specific attitudes towards spam. Each cluster of the sample collected was given questions with regard to the dependent variable, the significance of the issue spam and the independent variables, consumer awareness, actions taken against spamming and the regulations available in respect of spamming. The survey data used for gathering of consumer insights were evaluated the SPSS software. According to the findings there is a strong negative relationship between the risk exposure from spam and the consumer awareness with a correlation coefficient of (-0.797) intimating that when the consumer awareness enhances the effects coming from the issue spam are reducing with a significance value of 0.000. Also the relationship between the severity of the spamming problem and the actions undertaken by the consumer to combat the issue and safeguard themselves is showing a negative relationship with a magnitude of (-0.781) (sig value 0.000). More over the analysis performed based on Pearson correlation indicates a relationship which shows a negative trend with a coefficient and a significance of (-0.792) and 0.001 respectively.

                    Further this study states that as in the study performed in Belgium the clusters of various age groups in Sri Lanka are not significantly different in their mean opinions with each other, regarding the matter. There is only an apparent difference in the mean opinions of the age clusters would be the two age groups below 16 years and above 40 years. According to the research findings participants are obviously engage in various coping actions in order to protect themselves from spam these behaviors should be scrutinized by undertaking more researches in the future.