Resources Library by ANA

The use of life-style research for the analysis of eating habits in Austria

The present paper contains the results of a typology concerning the eating habits of the Austrian population. The basic data were collected as part of a large life- style-survey among 4000 persons. Therefore it becomes possible to analyse far...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Gunda Plasser

June 15, 1989

How to communicate with the older age segment

Life cycle theory is a key element in the practice of advertising and marketing. Over recent years, the emphasis has been on the young, particularly the YUPPIE. Today the emphasis is being redressed because YUPPIES mature and turn into w hat? In 1988...

Catalogue: Seminar 1989: The Untapped Gold Mine

Authors: Bernard C. Bennett, David Bergg

June 15, 1989

Changes in attitude to care of the elderly as a basis of a marketing strategy for insurance products

In Austria, as in an number of OECD-countries, the system of state-sub sidized provision for old age has, because of demo- graphic development, come in need of adjustment. The public did not become aware of this fact until the early 1980's, when...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Heinz J. Zeilhofer

June 15, 1989

Changes in attitude to care of the elderly as a basis of a marketing strategy for insurance products (German)

In Austria, as in an number of OECD-countries, the system of state-sub sidized provision for old age has, because of demo- graphic development, come in need of adjustment. The public did not become aware of this fact until the early 1980's, when...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Heinz J. Zeilhofer

June 15, 1989

Eating patterns in the over-60 generation (French)

This document provides some finding, drawn from a 650 page study of senior citizens, which was conducted by GIRA. That study was made in order to determine possible marketing opportunities in this segment of the population and to offer timely...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Pierre Germain

June 15, 1989

Using the extend Fishbein model to develop a marketing strategy in the mineral water market

This paper considers the value of understanding people’s attitudes towards mineral water. Its concern is to assess whether behavioural intentions can be predicted from the Extended Fishbein Model and to explore the ways in which the components...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Authors: Leslie de Chernatony, Simon Knox

June 15, 1989

Show me my freedom

This paper examines the origins of and changes in current attitudes of 55 to 65-year- olds, in Belgium today. The research provides an insight into the language, both verbal and symbolic, which should or should not be used when communicating with the...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Lucienne Hellebosch

Company: GATES Marketing Research & Consultancy nv/sa

June 15, 1989

Beppo meets Felix

What is the difference between young and old consumers when they look at ads? What are their respective attitudes and projections? This is what we tried to find out. Beppo is a fellow who embodies what advertising used to be. Felix stands for...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Gloria Frink

June 15, 1989

The use of life-style research for the analysis of eating habits in Austria (German)

The present paper contains the results of a typology concerning the eating habits of the Austrian population. The basic data were collected as part of a large life- style-survey among 4 persons. Therefore it becomes possible to analyse far reaching...

Catalogue: Seminar 1989: Is Marketing Keeping Up With The Consumer?

Author: Gunda Plasser

June 15, 1989