Consumers' reasons for purchasing low involvement goods by mail catalogue: Preliminary measurement guidelines

Abstract

New forms and applications of technology have enabled business organisations to increasingly utilise multiple channels for the distribution of retail products. One example, mail-order catalogue buying, has now become an acceptable shopping format for larger numbers of consumers. Earlier research clearly indicated that non-shop shopping, such as buying by mail-order catalogue, is not only very different from shop shopping, but consumers also undertake non-shop shopping for distinct reasons. The primary objective of the research reported here was to identify the reasons underlying the purchasing of low involvement products by mail-order catalogue and to develop a reliable and valid instrument that could identify and measure such reasons.