Frequency of purchase and the prediction of buying behavior in direct mail

The research investigates the relationship between frequency of purchase through direct mail and the purchase of products offered by mail. Although this relationship proved generally positive, in some instances a negative relationship was found. Two variables are proposed to explain these conflicting results: direct mail preference—the preference of consumers towards buying by mail—and income, which serves as a proxy for the preference of consumers to the particular product. Subsequently, the practice of target selection in the direct mail industry is examined vis-a-vis these two variables.