ct to the rental of prerecorded video cas sette tapes (McKenna, 1987). Thus, consumer acceptance of the vending machine rental concept is a reasonable expectation. 4
The general target market for prerecorded video tape ren tals spans all demographic characteristics. The vending mach ine rental of video cassette tapes will target the same gen eral market, with a special emphasis on those consumers who seek maximum convenience.
The attraction of the vending machine concept for the retailer lies primarily in the lower costs of operation than those associated with the operation of the prerecorded video cassette rental store. The lower operational costs result from (1) the elimination of human processing of rentals and returns, and (2) lower site location costs. Sav
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