Search results

The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature.

A self‐complete questionnaire was administered to an age‐based quota sample of 650 older consumers (aged 50‐79) in the UK. Using the age and consumer behaviour variables, cluster analysis was performed. The clusters were then profiled using ANOVA, Kruskal‐Wallis and χ² techniques, using those variables not included in the initial analysis.

The results confirmed that the older consumer market is not homogeneous. Rather, five distinct segments emerged which differ considerably from one another on a range of variables, including consumer behaviours.

The model has practical implications for targeting older consumers, and the paper provides guidelines on how to reach the different segments.

The paper, the result of the largest known empirical study into older consumers in the UK, provides a comprehensive segmentation model that overcomes many of the limitations of previous segmentation studies pertaining to older adults. It also fills a research gap noted by several previous researchers in that a variety of different types of age are utilised.

The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age.

Questionnaires were used to sample 880 Baby Boomers. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale.

Two distinct segments are identified, providing support for a young-at-heart consumer culture in all nations in the study. Results also find cognitive age to exhibit partial measurement invariance, which is expected given the disparate nations under study.

This research contributes to cross-cultural global age research which is still in an early pioneering stage. The study builds on a small number of previous studies that validate cognitive age, extends current knowledge of the measurement properties of cognitive age, and identifies two distinct international segments of Baby Boomers. Further research needs to delve into the antecedents of self-perceived age, particularly in the ways in which different life experiences and cultures may impact age identities.

The study has implications for marketing managers wishing to target the increasingly important young-at-heart Baby Boomer.

The study uses four non-American countries, uses samples matched for chronological age, and does not use convenience samples, which make it unique in the cognitive age literature. The study has value for marketing managers, global age researchers, and consumer culture researchers.

This article is the culmination of an exploratory study into the mature market (defined as over the age of 55) in South Africa. The article aims to focus on the mature market's media consumption, perception of portrayal in the media, adoption of technology, and outlook on life – all of which influence their spending patterns in their twilight years.

The study gained an international perspective of the mature market through the literature on the subject. Empirical analysis of the South African market was thereafter conducted through a lifestyle survey of 117 respondents living in metropolitan areas. The data were imported into – and analysed using – Statistica for descriptive and clustering purposes.

The mature market is, unsurprisingly, most in favour of traditional media channels. To this end, television, radio, magazines and newspapers still remain an effective means to communicate with this market. Use of mobile phones and the internet was observed – although in a limited sense. A negative attitude towards advertising was observed on the whole, with individuals within this cohort feeling neglected in favour of younger consumers. The variables Age, Income, living standard measure (LSM) groupings and Internet usage, when utilised in conjunction, appear to be an effective differentiator of the mature market in South Africa. Three lifestyle clusters were discovered by the study, namely: Old optimists, Young up‐beats, and Younger opinionists.

It has been established that the mature market is a lucrative one for retailers. However, the majority of studies have been focused on developed nations such as the UK and the USA. This study brings about an emerging market perspective.

Safe and Well visits are the primary preventative vehicle now used by all Fire and Rescue Services in England. The purpose of this paper is to examine their recent development to identify notable practice and potential improvements.

A literature review and archival document analysis have been supplemented by data and information from the evaluation of a case study at Nottinghamshire Fire and Rescue Service.

There is considerable scope to improve Safe and Well visits, although individual services and the sector are not yet able to implement effective benchmarking across services or commission a more appropriate evaluation methodology such as a social return on investment.

The research is situationally bound to England, although there may be transferable lessons to other services and jurisdictions.

Potential future improvements are identified and recommended at local and national levels, both in the data and information available, and for policy, operationalisation and public assurance.

Although a small number of professional reviews have been undertaken, the authors are not aware of any academic evaluation of Safe and Well visits since they superseded the previous Home Fire Safety Checks.

Over the past twenty years, the Fire and Rescue Services (FRS) workforce in England has experienced significant developments as part of New Labour's modernisation agenda with the Fire and Rescue Services Act 2004 and the increasing focus on prevention and community safety. Subsequent organisational changes and the introduction of new community safety services dynamically altered the role of fire fighters and introduced new roles into these organisations. The purpose of this paper is to explore the issues relating to an evolving fire service workforce and the tensions present in the development of new professional roles.

An exploratory qualitative critical realist case study approach was undertaken, employing semi-structured interviews and focus groups of employees across one FRS in England.

The findings of the present study identify several emerging issues from a changing fire service: in particular, the frictions between different aspects of the organisation and the tensions in the development of career “ladders” for non-operational roles.

To the author's knowledge, this is the first paper that examines the issues surrounding the development and evolution of professional roles in community safety aspects within the FRS in England.

Given the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners.

A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. In total, 106 papers were identified in 21 marketing journals.

Three existing research themes were identified: market segmentation of mature consumers (we ground this theme in three inter-related facets: chronological age, health [physical and neurological] and self-perception of age [also referred to as cognitive age]); attitudes and behaviours of mature consumers; and marketing to mature consumers. This paper also proposes several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers.

Recognising the heterogeneity within the chronologically based mature consumer segment, this paper proposes an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone.

In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully.

This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.

DURING the past fifteen years technical literature has garnered as much information as in all previously recorded history, and man has grown very adept at quickly converting this knowledge into machines and processes. Doing so has provided him with more material comforts than the greatest in the land enjoyed a few centuries ago. This increase in knowledge and the employment of sophisticated technology over a broad field means that every industrialized country can echo the old Swiss boast: ‘Got any rivers they say are uncrossable? Got any mountains you can't tunnel through? We specialize in the wholly impossible, doing the things that no others can do.’

Staffing needs at ATI Conference. “Why isn't he on the Burnham Committee?” This was the reaction of several people to the outstanding address given to the Annual General Meeting of the Association of Technical Institutions by Mr E. L. Russell, Chief Education Officer, Birmingham, on the Demand for Technical Teachers. Committee C of the National Advisory Committee is indeed fortunate in its Chairman, Sir Willis Jackson, and deputy chairman, Mr Russell. They have already done more in a couple of years to focus national interest on the need for technical teachers than was achieved at any previous stage in the development of technical education. Mr Russell's paper added still further to the body of information being accumulated.

This paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours.

Non-participative netnography was used in the form of visual and textual analysis of over 300 Instagram posts including images, captions and comments.

Findings reveal how outfit selection, background choices and bodily poses redefine expressions of look age through forms of aesthetic labour. Post-construction, hashtag and emoji usage illustrates how influencers refrain from directly posting about the fashion brands that they endorse. Instead, image and personality work visually attracts followers to politically charged posts which directly impact upon the social and cultural contexts where influencers are active. This ties into present-day wider societal discourses.

50+ fashion influencers have high spending power. Fashion brands should refrain from using #brand and collaborate in more subtle ways and concentrate on challenging the negativity of the old-age cliché.

The study advances theory on the social construction of age in fashion studies by combining cognitive age with aesthetic labour to identify the characteristics of the social phenomenon of the 50+ Instagram influencer. It applies principles from critical visual analysis to digital context, thereby advancing the qualitative netnographic toolkit.