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Consumer education programs for mature consumers

A. Ben Oumlil (Associate Professor, Department of Marketing, University of Dayton, Ohio, USA.)
Alvin J. Williams (Professor and Chairperson, Department of Marketing and Finance, University of Southern Mississippi‐Hattiesburg, Mississippi, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 June 2000



Highlights the role of consumer education in enhancing the capacity of mature consumers to navigate the increasingly complex marketplace. Consumer education programs can provide significant benefits, including identification of market information, complaint and consumer redress procedures, and understanding a more technology‐based consumer environment. A conceptual model of the relationship between consumer education and mature consumers’ ability to manage marketplace dynamics is developed and discussed. Marketing management implications of consumer education for mature segments are posited and discussed.



Ben Oumlil, A. and Williams, A.J. (2000), "Consumer education programs for mature consumers", Journal of Services Marketing, Vol. 14 No. 3, pp. 232-243.




Copyright © 2000, MCB UP Limited

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