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| Author: | Settle, R. Alreck, P. McCorkle, D. |
| Title: | Consumer perceptions of mail/phone order shopping media |
| Journal: | Journal of Direct Marketing
1994 : SUMMER, VOL. 8:3, p. 30-45 |
| Index terms: | CONSUMERS PERCEPTION SHOPPING |
| Language: | eng |
| Abstract: | A survey of 980 consumers, measured perceptions of five mail/phone order shopping media 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. |
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