Crisis Point in the TV Rental Industry

Abstract

Examines the threats posed to the UK rental industry by consumers' decision to buy. Traces the history of the UK rental industry, including the decline of black and white against the boom of colour, and the rise of brand consciousness. Addresses marketing issues including pricing and the location of showrooms. Discusses the consequences of competition in the marketplace. Highlights the results of a survey into consumers' attitudes on buying or renting. Asserts that consumer motivations to continue or renew a rental agreement are not the same as at the initial decision to rent, so rental companies must adopt new marketing tactics. Concludes that rental companies must reverse the trend for replacement decisions to favour purchase over renting or their future looks bleak.

Citation

Fletcher, K. and Napier, A. (1983), "Crisis Point in the TV Rental Industry", European Journal of Marketing, Vol. 17 No. 2, pp. 60-69. https://doi.org/10.1108/EUM0000000004810