Perceived risk, lifestyle, and shopping orientations of catalog shoppers
The purposes of this study were to investigate the effects of perceived risk in catalog shopping, and the shopping orientations and lifestyle patterns of women. The subjects were also investigated in terms of demographics and socioeconomic status in an attempt to find reasons why they prefer to shop from catalogs as opposed to retail stores, or why they prefer to shop from retail stores as opposed to catalogs. One hundred and thirty-one women were surveyed. Sixty-nine were employed and working in downtown Chicago, and 62 were unemployed and living in DeKalb, Illinois. The data were analyzed by t-tests and analysis of variance. The findings indicated that catalog shoppers are risk takers in that they do not consider getting money back, fit of clothing, merchandise quality, or waiting time a problem when ordering from a catalog. The unemployed non-catalog shoppers were least likely to order from a catalog in that they are concerned about incurring a financial loss as a result of a catalog's prices. The unemployed respondents spend a great deal of time with their families, and consider television their primary source of entertainment. The employed non-catalog shoppers felt that it takes too long to get merchandise ordered from a catalog, and often go shopping for enjoyment. Employed respondents had higher levels of education than unemployed respondents.