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.