The research investigates the relationship between frequency of purchase through direct mail and the purchase of products offered by mail. Although this relationship proved generally positive, in some instances a negative relationship was found. Two variables are proposed to explain these conflicting results: direct mail preference—the preference of consumers towards buying by mail—and income, which serves as a proxy for the preference of consumers to the particular product. Subsequently, the practice of target selection in the direct mail industry is examined vis-a-vis these two variables.
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