Consumer perceptions of mail/phone order shopping media

Abstract

A survey of 980 consumers, measured perceptions of five mail/phone order shopping media-magazines. newspapers, television, direct mail, and catalogs. versus retail store shopping-on eight image dimensions: economical, enjoyable, easy, fast, convenient, sensible, practical, and safe. Image profiles differed significantly among media and between them and store shopping, and among demographic categories. Ratings differed significantly by image dimension, which also interacted significantly with media and store shopping. Store shopping images were more favorable than media on all dimensions. Catalog images were distinctly more favorable than those of other media. Mail/ phone shopping media were rated least favorably on safety. Nonfinancial risk was suggested as an important impediment to mail/phone order shopping, and selection and choice appeared to distinguish catalogs from other media. 0 I994 John Wiley 8r Sons, Inc. and Dirccr Marketing Educational koundation, lnc CCC 0892 0591/94/03030.16

Bank managers’ direct marketing dilemmas – customers’ attitudes and purchase intention

“…Settle et al (1994) examined customer attitude toward mail and phone order shopping, finding that female customers have a more positive attitude than male customers, but attitudes were not influenced by age. Rogers' (1996) longitudinal US study examined trends in direct mail marketing.…”

A Cross-Cultural Comparison of Direct Mail Receptivity

“…The evaluation process made by the consumer in order to estimate if the incoming direct mail might be valuable and of interest is an important component of the direct mail treatment. The mental calculation (Thaler, 1985) made by consumers to estimate their gain and loss in processing direct mail has been underlined by several researchers (Gehrt, Yale and Lawson, 1996;Settle, Alreack and McCorkle, 1991). They particularly show how the motivation behind direct mail patronage can be broken down into three dimensions (time, space, and effort evaluation) compared with traditional shopping or other alternatives.…”

“…Indeed, in previous studies performed by the Sales and Manager Canada Publication (1991) and Direct Marketing (1998) or Rogers (1990), two thirds of the customers like the direct mail they receive, read it and judge it as interesting and relevant. Moreover, Settle, Alreack and McCorkle (1991) introduced two items in their scale to measure the degree of consumers' direct mail liking showing the importance of the affective rating of direct mail for the customer. Barry (1991) also suggested that Canadian consumers like the fact that direct mail helps them save money or get a good value for their money and that it is an excellent source of information about upcoming innovations and market changes.…”

“…Cultural variables and individual traits form some of these conditions (Settle, Alreack and McCorkle, 1991;Berry, 1991).…”

“…The cognitive component was measured by three dimensions based on a study on consumer perceptions of mail/phone order shopping media versus store shopping (Settle, Alreack and McCorkle, 1991). In this study, the authors used an image rating scale to measure consumers' perceptions of direct mail.…”