The influence of product, manufacturer, and distributor characteristics on consumer interest in direct marketing offerings

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Abstract
In spite of the growing importance of direct marketing, there is a lack of research on the influence that direct marketing features have on consumer patronage. The present paper examines the influence of product type, manufacturer reputation, and type of distribution method on consumers' purchase interest in direct marketing offerings. The results indicate that the type of distribution method (whether directly from an 800-number advertised on television, a door-to-door salesperson, a manufacturer, or the catalog of a catalog showroom) to be the most important factor, followed by manufacturer reputation (whether known or unknown), and product type (whether expensive/inexpensive and/or low/high in social visibility). Also, the results suggest the usefulness of conjoint analysis as a practical tool for modeling consumers' interest in direct marketing offerings.