The effectiveness of using catalogue as a marketing distribution channel / Zarina Mokhtar

This study was conducted to find out the effectiveness of using catalog as a distribution marketing channel. Catalog is one of the four major forms of direct marketing. Catalog marketing involves selling through catalog mailed or made available in stores.

Through this study, we are able to determine how the consumers in the district of Segamat accept catalog marketing as a medium in buying merchandise and whether the few factors such as save time and convenience, product information and others really influencing them in making decision when buying from the catalog.

The objectives of the study is to find out what type of buyer and their demographic characteristics and what type of criteria encourage people to buy product through catalog and to make suggestions and recommendations to the catalog marketers. The purpose of providing all the suggestions in order for them to make several changes in term of the services.

The scope of the study only focusing in the area of Segamat. In this study, primary data were gathered by distributing questionnaires to 50 respondents. Secondary data such as newspapers, journals, textbook, modules of distance learning of UiTM, articles and the web sites concerned were used to acquire relevant information. The research finding shows that 78 % of the respondents were satisfied with the achievement of catalog as a medium of channel distribution. Unfortunately, there are few things should be considered and need an immediate improvement such as personal touch and sales after service.

At the end of the chapter, there were suggestions and recommendation to the cataloging services. Catalog marketer should take pro-active approach to improve and increase the efficiency of cataloging as a medium of channel distribution.