Retail shopping safety and the direct marketing alternative: exploring student perceptions

Issues of customer safety in the retail store environment are becoming increasingly serious. However, little empirical research has tested the idea that consumers’ shopping safety concerns represent opportunities for direct marketers. The study sample included 152 undergraduate marketing students, ranging from 19 to 47 years of age: 65 women and 87 men participated; six hypotheses were tested. Women were significantly more concerned about shopping safety than men (p = .0004). Shopping safety concern scores were significantly related to the perception that shopping by direct mail offers greater personal safety than store shopping (p = .0455). Safety concern scores were related to more often considering shopping direct (p = .0000). Marital status and shopping safety concern were significantly related (p = .0104). Whether a respondent had been a crime victim, or knew someone who had, was partially significant (p = .0821). Age and shopping safety concern were not significantly related (p = .1559). Implications for direct marketers are discussed.