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Frequency of purchase and the prediction of buying behavior in direct mail

✍ Scribed by Yoav Ganzach

Publisher
John Wiley and Sons
Year
1993
Weight
687 KB
Volume
7
Category
Article
ISSN
0892-0591

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✦ Synopsis

The research investigates the relationship between frequency of purchase through direct mail and the purchase of products offered by mail. Although this relationship proved generally positive, in some instances a negative relationship was found. Two variables are proposed to explain these conflicting results: direct mail preference-the preference of consurners towards buying by mail-and income, which serves as a proxy for the preference of consumers to the particular product. Subsequently, the practice of target selection in the direct mail industry is examined vis-a-vis these t w o variables.

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