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Research note: a study of direct selling perceptions in Australia

Richard A. Kustin (Mercer University, Atlanata, Georgia, USA.)
Robert A. Jones (University of Wollongong, Wollongong, New South Wales, Australia.)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 December 1995

3565

Abstract

Direct selling as a type of non‐store retailing continues to increase internationally and in Australia in its use and popularity. One non‐store retailing method, multilevel marketing or network marketing, has recently incurred a degree of consumer suspicion and negative perceptions. A study was developed to investigate consumer perceptions and concerns in New South Wales and Victoria. Consumers were surveyed to determine their perception of direct selling and its relationship to consumer purchasing decisions. Responses indicate consumers had a negative perception towards network marketing, while holding a low positive view of direct selling. There appears to be no influence of network marketing on consumer purchase decisions.

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Citation

Kustin, R.A. and Jones, R.A. (1995), "Research note: a study of direct selling perceptions in Australia", International Marketing Review, Vol. 12 No. 6, pp. 60-67. https://doi.org/10.1108/02651339510102976

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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