SERVICE MARKETING TO YUPPIES

Abstract

One unique group of consumers which has recently attracted the attention of many marketing professionals is the yuppie (young urban professional) market segment. Yet little is known or understood about this segment's service needs, preferences, and behavior or about the marketing strategies necessary to attract this type of consumer to various types of services. The study described here directly investigates yuppie consumers and their preferences and habits concerning services. This article utilizes a study among yuppies concerning a particular service, as well as previous literature on the yuppie market, to provide meaningful insights as to how marketing decision makers can develop more effective marketing strategies to attract yuppie consumers to the various service offerings.

Citation

Bush, A.J. and Ortinau, D.I. (1988), "SERVICE MARKETING TO YUPPIES", Journal of Services Marketing, Vol. 2 No. 2, pp. 19-28. https://doi.org/10.1108/eb024721