Search results

Marketers, public policy makers, and society in general have tended to use chronological age as a means of defining the maturing consumer market. Yet people age physiologically—and chronological age is not always a reasonable correlate to this process. This article discusses some natural physiological processes and presents some implications for marketing.

Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and response to others. Integrates methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers.

Misconceptions abound about the nature of mature market segments. Marketing to mature consumers does not mean marketing to the elderly, or to the poor. Our aging population is in a state of transition where long extensions of productive working lives will reshape product and market opportunities. Mature market segments represent growth markets with high discretionary consideration. While a significantly larger proportion of mature households will enjoy substantial income increases, their economic well‐being is more directly associated with wealth, assets, and financial obligations. Their consumption behavior is shaped by the existence of a mate, and their physical and psychological mobility.

The goal of a behavior analysis approach to travel studies is to understand the psychological forces that motivate an individual traveler, that influence the various travel‐related decisions the individual makes, and that impact the level of satisfaction with a destination region (Chon, 1989). A number of tourism and recreation researchers have investigated the reasons why people travel; studied the traveler's travel purchase behavior; and emphasized the image of a tourist destination and the tourist's perception of an attitude toward a tourist destination.

This paper investigates the influence of ethnologically based cultural factors on the motives and occasions for wine consumption both in Australia and overseas. As the international market for wine expands, global marketers have begun searching for new ways to define trans‐national segments. In particular, the success of Australian wines in the UK has provided a strong base for expansion into the competitive European market One key decision must involve what degree of differentiation the marketing program for each country will contain. Because many marketing theorists see ethnic or cultural background as one of the major underlying determinants of consumer behaviour this decision becomes quite critical. Others argue that consumption of wine is not culturally dependent but based on either a common set of motivations or is determined solely by the occasion in which wine will be consumed. To study this hypothesis a questionnaire was administered to approximately 500 respondents from a variety of Australian and European backgrounds. A single cross‐sectional design was employed. Respondents were primarily selected using a random sampling procedure with quotas boosted for some cultural groups by a convenience sampling process. The four chosen for analysis were Italian, Greek, German and Australian. It was found using an occasion‐based segmentation approach that there were significant differences between wine consumers of different cultural backgrounds. It is concluded that cultural factors do impact on the consumption process of wine and should be considered in any proposals for trans‐national segmentation strategies. However it is also shown that there are some motivational factors that are not culturally dependent. These factors are prime reasons for general wine consumption behaviour and could be used if an undifferentiated global! approach to wine segmentation is the most efficient for the marketer.

As in the case with computers and automobiles, marketing seems to seek constantly new and improved models.

Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic).

Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2).

This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future.

This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations.

The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups.

This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19.

The purpose of this paper is to show the generational cohort gap in values and consequent decision making existing between younger and older marketing managers in Brazil. The study investigates how generational research can innovate in the analysis of marketing management decisions. The truly essential questions are, first, whether cohort analysis can help explain marketing decision contexts, and second, if older cohorts find the younger cohort of managers today confrontational.

The method used in this investigation involved three phases. The first phase explored the validity of the cohorts to explain values brought into the decision context by different cohort members. The second phase asked managers to verify the values that came from phase one. The third phase advanced two questions. The first question identified the most critical value associated with new cohorts today and its implications for the organization's decision making. The second question investigated marketing issues that may develop from the values of younger cohorts coming into the organization. Managers in different cohorts at middle and upper level management were interviewed in all three phases.

The results show very different values between four investigated cohorts. These values produce different considerations among the cohorts when making marketing decisions. The greatest differences were found between the youngest and oldest cohorts. The lack of the generational understanding within a corporation, or the misapplication of this same understanding, may precipitate age divisions.

Data were gathered from small samples and the results should be considered exploratory and not conclusive.

Management has shown little investigation of cohort differences and their implications for management decision making. This study suggests attention should be prompt since there appears to be a growing schism between newer members of the workforce and their older managers. Younger Brazilian cohort members embrace a strong sense of individualism that they bring to their jobs. This flies in the face of the corporate collective that companies need to survive. Finally, there remains a warning that neither management history nor company's history should be forgotten since they both bear upon marketing decision making.

This paper investigates a perspective on marketing decision making in organizations that has never been addressed in the literature. The eye‐opening findings suggest the need for addressing an issue before it becomes a problem.

This study aims to explore the impact of inclusion of victim empathy-based content in offender treatment.

This study first presents a systematic review of 20 papers before proceeding to consider qualitative interviews with therapists (n = 7) and forensic patients (n = 5), who had completed a long-term violence therapy (Life Minus Violence – Enhanced, LMV-E©). The research explored perceptions of forensic patients and treatment facilitators when completing victim empathy work and explored any negative effects this may have.

Findings from the systematic review indicated five themes: interventions incorporating victim empathy can be effective; there are positive risk-understanding consequences from completing victim empathy work; offenders perceive victim empathy positively; the emotional impact of victim empathy work on offenders’ is poorly explored; and completing victim empathy in treatment groups receives mixed evaluations from offenders. The systematic review was used to inform the interview themes for the resulting qualitative study with facilitators and forensic patients. This study indicated six themes: victim empathy content facilitates change; victim empathy content can be difficult for patients; victim empathy content can lead to an emotional response; victim empathy content can be beneficial, with the process important; victim empathy content can help understand risk, and patients’ experience of treatment begins before attending sessions.

The potential impact of victim empathy content needs to be evaluated before sessions are completed, accounting for client expectations and treatment readiness. This should include ensuring that appropriate support is in place. Any support provided to patients should be regularly reviewed.

The study represents the first to apply detailed analysis to this topic area and with a complex group.

The primary aim of this research is to identify the wine consumption behaviour of Generation Y in New Zealand to explore whether differences exist in the wine behaviour of Gen Y in comparison to Generation X and to seek possible explanations for these differences, in terms of cohort, age and period.

A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18‐29 in 2008 with Gen X, aged 20‐29 in 1998), cross‐sectional (comparing Gen Y in 2008 with Gen X, aged 30‐39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008).

In relation of wine consumption, there is no difference in the proportion of Gen X and Gen Y in New Zealand consuming wine as young adults, which is remarkably similar to the proportion of wine drinkers in the population as a whole. In terms of the evidence reported elsewhere that Generation Y are consuming more wine, and at a younger age, than their Gen X counterparts, this research supports this contention; New Zealand Gen Y are drinking wine more frequently, and in more everyday contexts than their older counterparts were at a similar age, although they are less likely to consume wine on special occasions.

The research focuses on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.

This is the first research project to explore the wine behaviour of Gen Y in a New Zealand context. This research has used a random and representative sample and has been able to analyse cross‐sectional, longitudinal and time‐lag data for Gen Y and Gen X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone.