Nonstore Retailing (Catalog, Direct Marketing, non Internet)

Overview:  This section contains manuscripts examining issues related to non store retaling.

Burns, David J., “Direct Marketing: Is Risk Minimization Always the Best Strategy?”,ACRA, Spring 1991.The objective of this paper is to examine the assumption that risk-reduction is a necessary part of a direct marketing strategy mix. This paper will present the proposition that risk-enhancement may actually be an appropriate strategy in some instances, because the appropriate strategy vis-a-vis risk is contingent upon the risk preferences of a given market segment, or a firm's target market.
 

Eastlick, Mary Ann, and Richard A Feinberg,., “Assessing the Strength of Motives For Mail - Catalog Patronage”,ACRA, Spring 1990.A study whose purpose was to examine patronage motives of mail catalog shoppers.

Gable, Myron and Martin Topol, “The Strategic Use of Direct Marketing by Retailers”, ACRA/NRMA.Discusses the balance between using direct marketing to generate separate sales vs. in-store traffic building. Studies impact of direct marketing on traffic for non-food merchandise. Based on random sample of 476 from city of approximately 20,000. Of those who visited a store in response to direct mail, 47% bought other merchandise as well.
 

Grassi, Mercia M.T., “The Future of Catalog Marketing to Upscale Women” ,ACRA, Spring 1985.An excellent descriptive analysis of the evolving role of catalog shopping for the new woman shopper of the 1980's and 1990's. The concept of catalog includes the emerging electronic/video concepts. The conclusion is that while there are clearly dangers ahead for catalogs, they must be confronted by retailers who want to hold or increase their share of this upscale market.

Haynes, Janice L., Phyllis C. Lave and William C. Black, “Catalog Shopping Behavior of Rural and Urban Consumers: Characteristics, Attitudes and Motivations”,ACRA, Spring 1991.This article discusses facts on catalog and direct mail shopping, the way they have become popular methods of purchasing goods in America (Fishman 1988; Hamilton 1988; McLaughlin 1988; and Smallwood 1986) and it is expected that these sales will continue to be important in the upcoming decades (Hamilton 1988). The variety of shopping methods and merchandise offered by non-store retailers is enormous, and the popularity of this type of shopping is clear. What is not clear is the reason behind this popularity, although, there has been some speculation about, and some support for, the existing demographic, psychographic, and behavioral profiles of the in-home shopper.
 

Kim, Youn-Kyung, “Catalog User Segments of Professional Men” ,ACRA, April 1994.
The findings revealed different profiles of heavy catalog users for each clothing category as they were influenced by a different combination of demographic variables, lifestyle, and benefits sought.

Young, Deborah D and Shelley S. Harp “An Analysis of Personality Types and Values Systems Among Consumers as Indicators of Catalog Purchase Behavior”, ACRA, April 1994.This paper analyzes the increasing percentage of the American population who are users of mail-order catalog shopping services. The study looks at the different personality types and values of those potential mail-order catalog users.

Young, Allison , “Clothing and Catalog Usage Variables and African American Attitudes Toward Afrocentric Apparel Catalogs”,ACRA Spring 2000  Toronto Canada (May 2000).The objectives for this study are to first measure the attitudes held by African American women towards Afrocentric apparel catalogs. Next is an examination of the relationship between African American women’s attitudes toward the Afrocentric apparel catalogs and selected clothing and catalog variables. The clothing catalog variables include clothing purchases and the frequency of participants receiving both Afrocentric and general catalogs as well as how the catalogs are used.