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Article
Publication date: 21 June 2013

Sameer Deshpande, Samia Chreim, Roberto Bello and Terry Ross Evashkevich

The purpose of this paper is to explore relationships that seniors (aged 55 and above) experience with prescription pharmaceutical brands, thus attending to situations where…

Abstract

Purpose

The purpose of this paper is to explore relationships that seniors (aged 55 and above) experience with prescription pharmaceutical brands, thus attending to situations where consumers have limited control over brand choice.

Design/methodology/approach

A phenomenological study was conducted involving interviews with seniors in two Canadian cities. Phenomenology relies on a small number of interviews that are analyzed in depth and describes the lived consumer experience. Data analysis focused on types of relationships participants had experienced with brands and factors that influenced relationships.

Findings

Analysis reveals four types of relationships that seniors hold with prescription pharmaceutical brands. The interpersonal relationship metaphor of arranged marriages can be used to describe relationship forms that seniors develop with brands. The quality of relationship seniors have with prescribing physician, who acts as marriage broker, and brand attributes influence relationships with prescription pharmaceutical brands. Consumer's ethos and nature of illness also influence brand relationships.

Research limitations/implications

The study provides insights into brand choice situations where consumers have low control and addresses impact of intermediaries on consumer experiences. It opens the way for further research on mediated brand relationships.

Practical implications

Marketing managers need to understand the role of intermediaries, where applicable, in influencing consumer relationships with brands.

Originality/value

The study closes a gap in academic research (which is sparse) on relationships with prescription pharmaceutical brands held by consumers – specifically older consumers. It also encourages a critical view of the arranged marriage metaphor as a means of understanding consumer‐brand interactions.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 6 November 2007

Tim Reisenwitz, Rajesh Iyer, David B. Kuhlmeier and Jacqueline K. Eastman

The purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their…

6183

Abstract

Purpose

The purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their nostalgia proneness, innovativeness, and risk aversion.

Design/methodology/approach

Data were collected using a convenience sample (n=374) of respondents who were 65 years of age or older. Several scales were used to measure the constructs of interest to the research, all of which have been used in earlier research.

Findings

Results revealed that those seniors with higher levels of nostalgia proneness used and accessed the internet less, purchased less online, had less online experience and felt less comfortable using the internet. There is also support for the impact of innovativeness on mature consumers' internet use, frequency, online purchases, experience, comfort level with the internet, and satisfaction with the internet. In terms of risk aversion, seniors with more online experience report a lower level of risk aversion to the internet than other mature consumers.

Research limitations/implications

Future research needs to determine if these results can be replicated with a national random sample. Additionally, research is needed to determine what factors increase seniors' experience with the internet.

Originality/value

This study demonstrates that seniors are becoming an increasingly more viable segment for internet marketers.

Details

Journal of Consumer Marketing, vol. 24 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 31 July 2019

DongHee Kim and SooCheong (Shawn) Jang

The purpose of this paper is to examine the impact of three types of perceived healthiness (physical, psychological and economic health) on restaurant consumption activities among…

Abstract

Purpose

The purpose of this paper is to examine the impact of three types of perceived healthiness (physical, psychological and economic health) on restaurant consumption activities among senior consumers.

Design/methodology/approach

Data were collected from 325 restaurant customers in the USA through a Web-based survey conducted by an online marketing research firm. Following previous studies’ categorization of senior consumers, this study distinguished between “senior consumers” (age 60 or older) and “younger consumers” (age 39 or younger) to better compare different age-related behaviors. A series of two-way ANOVA was conducted for dining-out frequency and the number of choice sets.

Findings

The results revealed that senior diners’ perceptions of healthiness are critical in determining senior consumers’ restaurant behaviors, such as information processing and purchasing behaviors. The results provide evidence that seniors with a positive perception of their physical and psychological status seek a greater number of alternative restaurant choices, which is actively related to purchasing frequency.

Practical implications

The managerial implications indicate that restaurant marketers should avoid stereotypes and instead rely on more recent and accurate information regarding today’s senior consumers.

Originality/value

The position taken in this study recognizes the need to enhance the understanding of senior consumers’ patterns regarding their perceived physical, psychological and economic health. To the best of authors’ knowledge, this is the first attempt to investigate the impact of three types of health on seniors’ dining behaviors.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 8
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 25 October 2017

Kanika Meshram and Aron O’Cass

The purpose of this paper is to offer a framework of third-place value offering that explains how specific consumer groups’, senior citizens, customer-to-customer engagement in…

5432

Abstract

Purpose

The purpose of this paper is to offer a framework of third-place value offering that explains how specific consumer groups’, senior citizens, customer-to-customer engagement in third places can develop their value experiences.

Design/methodology/approach

Data were collected for two studies from senior citizen clubs in Australia. Study 1 uses focus group (12) and is analysed with QSR NVivo software following content analysis. Study 2 is based on 324 surveys and is analysed with AMOS version 24 software.

Findings

Study 1 identifies eight themes based on 29 main codes to develop a framework on the value offerings of third-place value and its consumer-centric effect on seniors’ loyalty and social capital. The themes under social capital and loyalty contributed to a better understanding of how consumers engage with each other in social clubs and develop their social capital. The results of Study 2 support the conceptualisation of third-place value offering as a reflective model and confirm the model’s nomological validity in relation to seniors’ loyalty and social capital outcomes.

Research limitations/implications

The only limitation of the paper is that it presents findings based on data collected in a regional place in Australia.

Practical implications

The findings provide three practical implications for managers to consider in relation to service places: improve consumer patronage through community engagement, improve local business practices via consumer–owner friendship and redesign spatial settings to deliver meaningful consumer experiences.

Social implications

The present study has three social implications; first, it highlights the significant role of third places in bringing isolated groups of community together for regular interaction and socialisation. It also extends understanding on senior citizen customers and their consumption experiences within third places for value creation. The study also contributes to understanding how senior citizen customers develop loyalty towards third places and enhance their social capital through social engagement in the place.

Originality/value

This paper uses consumption experience to develop the consumer value in third places. It provides a consumer-centric focus to servicescape and incorporates recent works on third places, value, social capital and loyalty.

Details

Journal of Services Marketing, vol. 32 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 27 November 2018

Corinne Chevalier and Gaelle Moal-Ulvoas

This paper aims to investigate the reaction to the use of senior models in ads by older consumers while taking into account their spiritual dimension in the context of ageing.

Abstract

Purpose

This paper aims to investigate the reaction to the use of senior models in ads by older consumers while taking into account their spiritual dimension in the context of ageing.

Design/methodology/approach

This research relies on a qualitative approach and the narrative analysis of 40 transcribed interviews with older adults of age 50-83.

Findings

Interviews with senior respondents confirm that ageing is a challenging individual process in the context of which spiritual needs emerge. Taking these needs into account helps understand the reaction of older consumers to the use of senior models in ads. It also reveals the potential of this marketing practice to respond to spiritual needs in the context of ageing.

Research limitations/implications

This paper contributes to the understanding of older consumers’ reaction to the senior models they see in ads. It reveals the necessity to take spiritual needs into account to fully understand consumer behavior at old age. This paper contributes to the understanding of older consumers’ reaction to the senior models they see in ads. It reveals the necessity to take spiritual needs into account to fully understand consumer behavior at old age.

Practical implications

This paper provides practical guidance to advertising professionals on the use of senior models in ads.

Social implications

This research reveals that the adequate representation of older models in advertisements can help fight the negative stereotypes associated with ageing and contributes to highlighting the major role played by older adults in society.

Originality/value

This research is the first to investigate the relationship of older consumers to the senior models used in advertisements while taking into account their spiritual dimension. It extends the existing research on older consumers and advertising, especially their perception of senior models.

Details

Journal of Consumer Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 6 November 2009

Jane Boyd Thomas and Cara Lee Okleshen Peters

One of the fastest growing segments of the American adult population is adults over 65‐years old. This group is refereed to as “silver seniors.” Understanding the silver citizen…

3737

Abstract

Purpose

One of the fastest growing segments of the American adult population is adults over 65‐years old. This group is refereed to as “silver seniors.” Understanding the silver citizen market requires an in‐depth knowledge of seniors' attitudes and lifestyles. The purpose of this paper is to present an in‐depth view of the senior woman's self‐concept, lifestyle, and apparel‐related preferences and shopping behaviors.

Design/methodology/approach

Using findings from an extensive review of literature and in‐depth interviews with 20 women over age 65, this exploratory research provides insight into the impact of self‐concept, lifestyles, and fashion behaviors on apparel purchase decisions. The qualitative approach used for data collection and analysis provides rich insight into the behaviors and apparel needs of “silver seniors.” The tripartite self‐concept is explored as it relates to fashion attitudes and behaviors.

Findings

Findings from this paper indicate that women over 65 are still interested in fashion and that looking fashionable for themselves and others is important. Insights into the specific unmet apparel and retail needs of senior adult women are explored. Findings indicate that senior adult women continue to remain physically and socially active and have need for a variety of garments. Recommendations for apparel manufacturers and retailers targeting this lucrative segment are presented.

Originality/value

This paper is original to the retailing and consumer behavior literature. One of the benefits of this exploratory study is that it provided the authors with an opportunity to examine, in theory and practice, an overlooked yet growing segment of apparel consumers.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 26 August 2014

Lynn Sudbury-Riley

– The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging.

1924

Abstract

Purpose

The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging.

Design/methodology/approach

The study uses qualitative diary research (QDR). Ten seniors recorded all their experiences with packaging over a two-week period. Using a frame narrative that views ageing as multidimensional, diary entries uncover rich data that goes beyond physical age-related issues.

Findings

In addition to physical problems with packaging, older adults experience psychological frustration and feelings of alienation. Social implications of dependence on others are also discovered, despite many being purchasers of up-market luxury products.

Research limitations/implications

The study is exploratory and due to its qualitative methodology findings cannot be generalised to the wider population. Nevertheless it provides a starting point for future research into packaging and senior consumers.

Practical implications

The study has implications for all managers who participate in planning and designing brand packaging and calls for them to work more closely with ergonomics and design professionals in order to better plan for the needs of a large and growing sector of the population.

Social implications

Findings suggest that the basic need to feed oneself is hampered by some packaging, which of course is detrimental to the quality of life of older adults.

Originality/value

Few studies consider packaging and older consumers and this is particularly true in the marketing literature. This is the first study to use QDR in this context, and as such has several advantages over recall studies. The study also makes a contribution to knowledge pertaining to vulnerable consumers.

Details

Marketing Intelligence & Planning, vol. 32 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 3 July 2007

Denise E. DeLorme, Jisu Huh and Leonard N. Reid

To determine how seniors evaluate, compare, and use prescription drug information sources, provide insight on perceptions of the credibility, trustworthiness, and value of these…

Abstract

Purpose

To determine how seniors evaluate, compare, and use prescription drug information sources, provide insight on perceptions of the credibility, trustworthiness, and value of these sources, and capture verbatim comments for translation into scalar statements in future surveys.

Design/methodology/approach

A total of 25 in‐depth interviews were conducted with US seniors age 65 or older. The transcripts were analyzed using an interpretative approach.

Findings

Informants distinguish between sources on the dimension of credibility; place the most trust in physicians but since they tend to experience a lack of time and attention from them, mass media seem to fill an information gap; and direct‐to‐physician promotions appear to have an indirect influence on patients' perceived credibility of and interaction with physicians.

Research limitations/implications

The findings suggest that identification of key sources should consider two factors: frequency of access/utilization and trust in information provided by the source. The findings also provide empirically‐grounded statements for future scale development.

Practical implications

The results suggest that for multi‐media campaign effectiveness: advertising for a new drug may be most effective on TV but as a brand enters growth or maturity, print may be a better option; marketers should emphasize print in the direct‐to‐consumer (DTC) advertising media mix; sampling strategies should be coordinated with product packaging literature and emphasized to promote trial; and marketers should attempt to increase internet usage among seniors and utilize the medium more actively but avoid online advertising.

Originality/value

The findings contribute to knowledge on the responsiveness of US seniors to DTC advertising and other prescription drug information sources.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 11 May 2012

Mary Lou Strong, Ladonna Guillot and Jean Badeau

Senior CHAT (Consumer Health Awareness Training) improved health information literacy and promoted better health outcomes through basic computer instruction among senior citizens…

1276

Abstract

Purpose

Senior CHAT (Consumer Health Awareness Training) improved health information literacy and promoted better health outcomes through basic computer instruction among senior citizens in a healthcare impoverished Louisiana parish. Librarians at a state university in southeast Louisiana partnered with senior citizen centers to promote National Library of Medicine databases in a project funded by National Network/Libraries of Medicine/South Central Region. This paper seeks to describe and discuss this initiative.

Design/methodology/approach

Librarians responded to a community assessment demonstrating the need for basic computer instruction and increased health information literacy among the 1,800 clients served by the Tangipahoa Voluntary Council on Aging (TVCOA). Senior CHAT included two series of hands‐on classes with 25 students. Seniors were instructed in the use of MedlinePlus and NIHSeniorHealth databases. TVCOA staff were trained to continue to assist seniors after the project's completion. A Senior Citizen Consumer Health LibGuide was created and is a project legacy. Participants also created updatable portable personal health profiles.

Findings

Pre‐ and post‐instruction surveys suggest seniors increased usage of the databases post‐instruction. Over 70 percent of senior participants were able to create a personal health profile.

Social implications

The elderly are at risk of poor health literacy. As the USA moves to a consumer‐centric health care system, these individuals need technology skills to take an active role in health care‐related decisions.

Originality/value

The project promoted lifelong learning in the region and forged new community partnerships. Its value lies in its reproducibility in a variety of community settings and its alignment with US Healthy People 2020 initiatives.

Article
Publication date: 29 October 2020

Lova Rajaobelina, Isabelle Brun, Ricard Line and Christina Cloutier-Bilodeau

This study seeks to examine the impact of mobile service experience on trust of elderly consumers in their financial institution and assess whether age (55–64 years vs 65+ years…

1681

Abstract

Purpose

This study seeks to examine the impact of mobile service experience on trust of elderly consumers in their financial institution and assess whether age (55–64 years vs 65+ years) exerts a moderating influence.

Design/methodology/approach

A self-administered questionnaire was completed online by 390 panelists (aged 55 years or more) who use their mobile devices to conduct banking activities. A multigroup analysis was conducted to assess the moderating role of age.

Findings

Results confirm the presence of links between four out of five dimensions of the mobile banking service experience (cognitive, positive affective/sensory, negative affective and social) and trust. Findings further point to age-specific variation in the impact of mobile service experience dimensions on trust, thus supporting the notion that the elderly represents a clientele with different experiential needs. More specifically, whereas the social dimension has a greater influence on trust in individuals 65 years of age and over (seniors), the positive affective/sensory dimension exerts a deeper marked impact on trust in individuals 55–64 years of age (pre-retirees).

Research limitations/implications

Although generations and chronological age are powerful segmentation variables, it might be interesting to consider perceived age. Redoing the study in a post-COVID context would also be an interesting avenue of research.

Practical implications

The ageing market is important for banks. This study highlights, in an m-banking context, which dimension of experience to focus on in order to improve trust in banks for pre-retirees (emotional/sensory dimension) and seniors (social dimension).

Originality/value

This study is the first to consider mobile service experience of elderly individuals as well as the impact of each of the experience dimensions on an important relational variable, namely trust. By considering the age of individuals as a moderating variable, this study also provides an in-depth examination of age-related links and presents a number of relevant recommendations for financial institutions.

Details

International Journal of Bank Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

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