A Profile of Urban In-home Shoppers

Abstract

Who are in-home shoppers? Are they convenience oriented? Do they find store shopping particularly difficult or unpleasant ? Are they likely to be “locked in” at home? This article suggests some answers to these questions. Marketers are becoming increasingly interested in identifying the in-home shopper and her attitudes and motivations toward telephone and mail-order shopping because of the increasing share of general merchandise retail sales accounted for by telephone and mailorder selling.