Abstract:
Consumer privacy is becoming an issue of increasing managerial
importance as consumers become concerned about marketers’ intrusions
on their privacy and insist on the protection of the confidentiality
of their personal information. This study identified the different sociodemographic
variables via a national telephonic survey of a sample of
800 South African consumers and determined their level of concern
towards privacy protection, misuse of information, solicitation and
government protection in privacy information matters. In the privacy
protection dimension, it was found that older consumers were more
concerned than younger consumers; English- and Afrikaans-speaking
consumers were more concerned than consumers from other language
groups; middle and high income groups were more concerned than
lower income consumers; and females were more concerned than
males. In the information misuse dimension, it was found that older
consumers, English-speaking consumers and high income groups were
more concerned; middle and high level education groups were more
concerned, as were employed consumers. In the solicitation dimension,
it was found that older consumers, English-speaking consumers and
high income groups displayed higher levels of concern. Low and middle
level education groups were less concerned. In the government
protection dimension, the only group that showed higher levels of
concern was females in comparison with males. Organisations should
not be reactive in their management of privacy issues and wait for an
external threat before they implement cohesive policies. Organisations
that put off complying with regulations are likely to have more
regulatory mechanisms imposed on them, and such delays may not
be conducive to a trusting relationship with consumers.
