Abstract:
In this study, we examined how customers treat direct mail, particularly, catalogs received from the marketers. We conducted a survey among 462 respondents from different occupation, age, education, and income in six cities of Gujarat, India. Analysis of the responses is done for disturbance level, frequency, interactivity, and effectiveness of catalogs received from direct marketers. Finally, recommendations are made to the direct marketers as to how to put customers feedback for direct mail in practice in order to improve catalog-marketing efforts
