Original Research
The views of South African marketers concerning consumer privacy
South African Journal of Business Management | Vol 31, No 4 | a747 |
DOI: https://doi.org/10.4102/sajbm.v31i4.747
| © 2018 Nicola Higgs-Kleyn, Russell Abratt, Rowan Brewer
| This work is licensed under CC Attribution 4.0
Submitted: 12 October 2018 | Published: 31 December 2000
Submitted: 12 October 2018 | Published: 31 December 2000
About the author(s)
Nicola Higgs-Kleyn, Department of Business Economics, University of the Witwatersrand, South AfricaRussell Abratt, Graduate School of Business Administration, University of the Witwatersrand, South Africa
Rowan Brewer, Department of Business Economics, University of the Witwatersrand, South Africa
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PDF (1MB)Abstract
As part of the transition to democracy, the South African government has expressed its intention to table the Open Democracy Bill, which addresses the issue of the collection and dissemination of personal information. This bill will, in its present form, severely damage the direct marketing industry in South Africa. A literature review of consumer privacy has been completed. A survey of 246 marketers was undertaken. The results show that there are two distinct clusters, a pro-privacy group and an anti-privacy one. In this article some conclusions are developed that are of interest to policy makers and managers.
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