ABSTRACT

The purpose of this paper is to explore the background and development of what the authors call from-home shopping, with particular emphasis on the environmental and consumer behaviour factors that have brought about the development of this phenomenon. Discussion of these factors leads to judgements about future expectations both in general as to the pervasiveness of from-home shopping and, specifically, the impact that the growth of from-home shopping has had on other forms of retailing, on marketing of consumer goods, and on consumers themselves. Most of the judgements are the results of the authors’ integrating their experiences and observations, both direct and through discussions with, and reading published materials of, other marketers.