| Summary: | Direct Response shopping and other forms of in-home shopping are likely to be trends in
the late 1990s in Singapore. As the country advances, Singapore citizens become more
affluent and the pace of life becomes faster. Direct Response Television ( DRTV )
shopping allows consumers to save time on trips to retail stores. Hence, it might be one
of the popular media to shop for busy consumers in Singapore in the future.
Little research has been conducted locally to understand the DR TV sales business in
Singapore and even little study has been done to examine the purchasing behaviour of
DRTV shoppers. Therefore, this research aims to determine the feasibility of DRTV
shopping in Singapore and also the consumers' attitudes towards DR TV. It also aims to
establish the demographics, general attitudes and perception of DR TV, and also the
patronage motives of past buyers, past non-buyers, potential buyers and potential nonbuyers.
These characteristics would help DR TV marketers and other practitioners to
evaluate their present marketing strategies and to provide insights to the areas for
improvements.
To achieve the stated objectives, 150 questionnaires were administered to two groups,
namely the general public and the intercepted shoppers at shopping centres. Using a
statistical program, the data gathered were analyzed.
In the study of consumers' attitudes towards DRTV shopping, it was found that some of
the most important factors to potential DRTV customers that could affect the DRTV
marketers' and practitioners' business are high quality products, value for money
products, money- back guarantees, good customer service, credit payment, efficient and
timely deliveries of products, and persuasive and not exaggerated information
commercials.
On the whole, the respondents are rather positive of shopping through DRTV and felt that
the outlook for the DR TV industry is favourable. In conclusion, some limitations of this
research were highlighted and recommendations were made to facilitate future research.
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