A segmentation study of consumers’ attitudes toward direct mail

Abstract

The growing perception that direct marketing results in the invasion of consumer privacy has resulted in proposals to limit marketing practices. Restrictions on practices could be avoided if direct marketers segment their markets based on consumer attitudes toward direct marketing practices. This study reports the results of a segmentation study that clusters individuals based on their attitudes toward direct mail. The results suggest there is substantial heterogeneity across groups of consumers and that paying attention to consumers’ attitudes toward direct mail could reduce the possibility of governmental intervention in direct mail practices and improve the efficiency of direct marketing.