The influence of direct mail marketing on buyer purchasing decisions: A qualitative analysis of perceptions by age group

With a continued suggestion of online replacing offline, this study has uncovered, through qualitative methods, a variety of benefits, perceptions and implications of direct mail on the overall intention to purchase. It identifies three key areas in which direct mail can impact the decision to purchase, as well as providing an analysis of the effect of age on the uncovered factors. It also provides insight in to the situations where it can be best applied. Finally, it draws a conclusion on the overall findings of this research, which support the continued use of direct mail as a future advertising method.

Publication: 
Journal of Research Studies in Business & Management
Author: 
Simpson, James; Mortimore, Helen
Document Type: 
Research
Paywall: 
Free

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