The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium

Abstract

It has been said that there are three things that are going to drive the world's economic future. Firstly, computers; secondly, communications; and thirdly, direct marketing. There are countries that have reached the stage where direct marketing-oriented retailers have driven out the conventional retailer. The lack of South African retailers' use of direct marketing and their hesitant attitudes towards direct marketing communication media, such as direct mail, is cause for concern. This exploratory study investigates retailers' attitudes towards direct mail in an attempt to gain some insight into retailers' views of this marketing communication medium. The results indicate that retailers' attitudes towards direct mail differ with regard to factors such as the retailers' use of the medium, their age and their perceptions of consumer acceptance of direct mail. The study further identifies a need to communicate the advantages of direct mail to South African retailers.