Table A3-28
Standard Mail Pieces from Department Stores
Response to Mail Piece by Familiarity With Organization
(Percentage of Pieces)
Postal Fiscal Years 1987, 2007 and 2008
(Diary Data)
BL_F _NAME_ _LABEL_ C1Y1 C1Y2 C2Y1 C2Y2 C3Y1 C3Y2 C4Y1 C4Y2
Previous customer PCT_ROW Percent of Row Frequency 69.69911 71.20648 7.25927 7.992357 73.98112 73.47384 24.49863 25.75466
Organization known PCT_ROW Percent of Row Frequency 36.93082 30.23972 3.407784 6.277345 21.33482 26.01598 4.09392 8.006404
Organization unknown PCT_ROW Percent of Row Frequency 27.26431 27.93494 4.861266 2.976747 15.79077 23.63364 6.03281 7.545967
Don't know/No answer PCT_ROW Percent of Row Frequency 18.73331 19.83005 4.906895 2.274658 17.90793 17.07925 2.849657 3.897155
 
 
Familiarity Read Immediately Set Aside Found Useful Will Respond  
 
1987 2007 2008 1987 2007 2008 1987 2007 2008 1987 2007 2008  
Previous customer 52.4 69.7 71.2 11.2 7.3 8.0 64.4 74.0 73.5 17.6 24.5 25.8  
Organization known 25.5 36.9 30.2 6.4 3.4 6.3 23.4 21.3 26.0 6.0 4.1 8.0  
Organization unknown 24.4 27.3 27.9 4.5 4.9 3.0 17.5 15.8 23.6 7.1 6.0 7.5  
NOTE: Percentages represent row percentages within each familiarity category;
these do not sum to 100 due to the inclusion of multiple questions in this table.