Public opinion survey on direct selling revealed that nearly half (48 percent) of Lithuanian population had bought the goods through direct selling method: 8 percent respondents buys the goods regularly, 29 percent – acquired goods several times and 11 percent indicated that goods through direct sales purchased only once. Direct selling is the marketing of consumer goods and services directly to consumers on a person-to-person basis, generally in their homes or the homes of others, at their workplace and other places away from permanent retail locations. Research revealed that women purchase goods through direct sales much more othen and they consist 62 percent of all buyers, while men represent 33 percent of all clients.
Analogous public opinion surveys in the other Baltic countries have shown that in Latvia even 60 percent of population bought products through direct sales, while in Estonia – 40 percent. In these countries women also is doing shoping in such way more actively,- 74 and 55 percent of women and 41 to 38 percent of men respectively buy goods through direct sales.
The most popular cosmetics and personal care products
The survey shows that the most popular purchased product category is cosmetics and personal care products, which purchased 82 percent of buyers, less popular are household goods (34 percent), wellness products (20 percent) and other goods (21 percent).
Consumers are satisfied with the direct sales
Customers of direct sales expressed a very positive opinion on the purchased products and only 7 percent were dissatisfied with them. While in Latvia and Estonia the number of unhappy customers are even less , just only 4 percent. “Consumers positively assess the direct selling and such acquisition of goods is becoming increasingly popular, but the negative stereotypes about abusive sales agents or faulty goods is still alive in the society. Our goal is to inform the public that under consultant is a large global corporation, which for their products are providing advanced quality assurance and pay special attention for consumer rights protection”, – says Gintautas Zaleckis the Director of the Lithuanian Direct Selling Association and the General Secretary in the Baltic countries.
More information, lower price and delivery of goods
In the reasearch as the main advantages of direct selling mentioned: the possibility during demonstrations to get more information about the product (26 percent of all respondents), lower prices of goods as in stores (25 percent), direct delivery of goods (25 percent) and the ability to purchase goods, which are not in stores (24 percent). According to Mr. Zaleckas, that are usual advantages of direct selling, which the buyers of products emphasize even more.
From “mouth to mouth” marketing
According to Mr. Zaleckas, the research also confirms that direct selling companies are not much tend to advertise and present themselves in the ordinary channels of information as press, radio, television, and focuses on personal recommendations and information from “mouth to mouth”. In most cases about direct selling companies and their products respondents get known by friends and acquaintances (47 percent), by direct seller / distributor presentation (39 percent), and by family members and relatives (28 percent).
In Latvia and Estonia the main source of information about direct selling companies as well is friends and acquaintances, respectively 50 and 45 percent and a direct seller / distributor presentation 38 and 23 percent, but much more important are promotional booklets, brochures and catalogs, respectively 20 and 24 percent of all respondents indicated as the most important source of information.
By the order of the Lithuanian Direct Selling Association representative survey by the Omnibus method in Lithuania, Latvia and Estonia was carried out by the public opinion and market research firm Spinter research. In Latvia the data collection was carried out by the research firm Data Serviss, in Estonia by Turu Uuringute.