Abstract:
In this thesis, the market for catalog buying type of retailing was investigated. The basic purpose of the study is to find out whether such a market exists for mail-order catalogs, and to define this market segment. The study included the literature review and interpretation of the computer analyzed data obtained from the survey conducted in Istanbul, Turkey during November 1989 and January 1990. In the analysis 158 people constitute the sanple Data used for the study were collected by a structured, undisguised, and selfadministered questionnaire. The intentions of the respondents toward catalog purchases were investigated in order to determine the size of this market. Moreovi the attitudinal, demographic, and socioeconomic factors were analy to consturct a relationship between those variables and buying motivations of the respondents. The findings of the analysis revealed that intention of catalog buying is not widespread throughout the sample. According to the results, shopper convenience orientatio~ self confidence I liking for trying new product, parking problelns difficulty in shopping, trust in well known firms' catalogs,willin to take risk in catalog purchases, impulse buying, frequency of shopping Jistance to a shopping center, transplrtation mean used i shopping and foreign language known were found as significantly related to willingness of buying goods from mail-order catalogs. However, it should be noted that the insufficient sample size brings up a major limitation on generalizing the results.
