The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium
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 conventio...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-10-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1867 |
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| _version_ | 1832593787537326080 |
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| author | Yolanda Jordaan Stamatia Kourantas |
| author_facet | Yolanda Jordaan Stamatia Kourantas |
| author_sort | Yolanda Jordaan |
| collection | DOAJ |
| description |
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.
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| format | Article |
| id | doaj-art-964f71f6079340fc8a5f06eab04baa9e |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-964f71f6079340fc8a5f06eab04baa9e2025-01-20T08:49:06ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0120110.36615/jcsa.v20i1.1867The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium Yolanda Jordaan0https://orcid.org/0000-0001-7540-6070Stamatia Kourantas1University of PretoriaUniversity of Pretoria 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. https://journals.uj.ac.za/index.php/jcsa/article/view/1867economic futurecomputerscommunicationsdirect marketingmarketing-orientedretailers |
| spellingShingle | Yolanda Jordaan Stamatia Kourantas The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium Communicare economic future computers communications direct marketing marketing-oriented retailers |
| title | The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium |
| title_full | The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium |
| title_fullStr | The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium |
| title_full_unstemmed | The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium |
| title_short | The attitude of Gauteng, Cape Town and Durban retailers toward direct mail as a communication medium |
| title_sort | attitude of gauteng cape town and durban retailers toward direct mail as a communication medium |
| topic | economic future computers communications direct marketing marketing-oriented retailers |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1867 |
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