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| Author: | Mai, L. Ness, M. |
| Title: | Consumers' perceptions of mail-order speciality foods |
| Journal: | Journal of Marketing Management
1997 : OCT, VOL. 13:7, p. 705-724 |
| Index terms: | MARKETING MANAGEMENT CONSUMERS |
| Language: | eng |
| Abstract: | The objectives of the study are to examine consumers' perceptions of speciality food mail-order products on the basis of a small survey of "active" and "inactive" mail-order shoppers. The paper identifies a profile of mail-order shoppers, examines the influence of perceived risk and the effectiveness of risk relievers, derives the dimensions of perceived benefits and establishes consumer segments based upon benefits sought. The results reveal a distinct profile of active in-home shoppers with respect to demographic and lifestyle variables. |
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