Consumer motivations for direct response product purchases

Direct Response Marketing: Survey of Why People Buy Directly

Respondent 1: A ShamWow

"I purchased this item because I own a dog. Whenever I bathe her, it is difficult to mop up the water she leaves on the bathroom floor because she has so much fur. The ShamWow seemed like a good solution. I've seen the ShamWow in stores since I bought it over the phone but at the time, I had only heard about them when they were advertised online and on TV."

Respondent 2: The Magic Bullet

"I had bought blenders at Target and Wal-Mart and was unsatisfied regarding their ability to crush ice. Relatively speaking, the product seemed effective and was offered at a good price point for the quality."

Respondent 3: Billy Blanks Boot Camp

"I need to get in shape. I thought having a good DVD at home would be motivating, and most of the DVDs I have bought in the supermarket or at the Sports Authority are too easy to be effective."

Respondent 4: Pilates DVD set

"I love Sex in the City and had heard that Sarah Jessica Parker does Pilates, and credits Pilates for her slim figure. I couldn't resist! The videos seemed better than what you could buy at the store."

Respondent 5: Omaha Steaks

"I bought these as a gift for my father from QVC. I couldn't think what to get him, and I know he loves to barbeque but is often too cheap to buy beef!"

Respondent 6: The George Foreman Grill

"I live in an apartment and I wanted a way to cook in a small space. This seemed like a better way to make tasty and healthy food than in a microwave."

Respondent 7: 50/50 tickets

"Someone from my town called me and asked me to purchase some 50/50 tickets that were part of a fundraiser for the volunteer fire department. I agreed, out of good will, since it is a small town and it needs the money."

Respondent 10: Doggie steps

"My dog is getting old. I heard later the stairs were available at Pet Smart, but I hadn't seen them there. I suppose I could have made some myself, but this seemed easier and more aesthetic. I feel bad seeing my dog strain to try to get up on the couch -- this enables her to be more like her old self."

Analysis:

All of these responses share common themes. The first is desperation: desperation about getting in shape, finding a gift for a hard-to-please loved one, or cleaning the house. Often this desperate need is unpleasant, like getting the house spotless for company or bathing a dog. The nature of direct marketing creates a sense that the advertiser understands the customer. He or she is appealing directly to the consumer and his or her unique situation, in a customized fashion. The product will make the customer's life easier, if only the customer just calls now. Buying over the phone is also easier than going to a store, and while going to a store may be fun for some purchases, like a new pair of shoes, going to a pet store or a grocery store to buy equipment and cleaning supplies is more of a chore. Calling into a TV infomercial hotline seems easier than going to the store, especially at the hour when most infomercials are aired.