Resources Library by ANA

Overview

It is no news that more people in the United States are living longer than ever before and that they are relatively more vigorous at chronological ages that used to be considered old. This trend toward longer life combined with the social trends to...

Catalogue: Seminar 1989: The Untapped Gold Mine

Author: Rena Bartos

June 15, 1989

Is marketing keeping one step ahead of the changing consumer?

Today, there is a parallel demographic change occurring in Canada and the United States which, for many decades to come, will have major implications for the marketing of consumer products in these two countries. The age structures of the Canadian...

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

Author: Thomas E. Muller

June 15, 1989

Marketing to an ageing population

For Europe the major demographic change expected over the next thirty years is the growth in the proportion of the population over 50. This trend must be of importance to marketers, and this is particularly the case as there is growing evidence that...

Catalogue: Seminar 1989: The Untapped Gold Mine

Authors: Stephan Buck, John Gabriel

June 15, 1989

Typology versus segmentation

Recently psychographic characteristics have become en vogue to typify and to describe groups of people. How fruitful are these psychographic variables, these personal values and value-systems to describe people and to explain behavioural differences...

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

Authors: Theo M. M. Verhallen, Anthonie G. L. V. van Onzenoort, John Barzilay

Company: Unilever

June 15, 1989

Combined incidence of personal values, involvement and innovativeness on innovative consumer behaviour

The objectives of this paper are two-fold: first of all, it seeks to test a model of consumer behaviour and secondly to present a new approach to segmentation studies by using the results of the test as a guide. To this end, a survey of 352 cases of...

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

Authors: Gilles Roehrich, Pierre Valette-Florence, Bernard Rapacchi

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

Segmentation by lifestyle of the consumers in Barcelona's metropolitan area

In the present paper the main findings from a study done in Barcelona's Metropolitan Area are presented with the purpose of determining the most important existing segments by lifestyles and the implications of these styles in the future of...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: Guillermo Cisneros, Lluis Martinez-Ribes

June 15, 1989

The added value of a two year guarantee

This paper concentrates on two main areas - the positioning of a furniture retail store using the added value of a two year guarantee on all products and a suggested typology of shoppers. In 1975 it was decided to position the Morkels furniture...

Catalogue: Seminar 1989: Adding Value To Retail Offerings

Authors: John Rice, Derek Russell

June 15, 1989

A major research exercise identifying and quantifying relevant consumer groups in over 60's market: The hotel industry

Although the marketing world claims to have woken up to 'grey power' our experience suggests that much of the thinking behind propositions aimed at older people is still founded on cliche and misconception. We formed this view in the course of...

Catalogue: Seminar 1989: The Untapped Gold Mine

Authors: Mia Bartonova, Ruth Betts, John Martindale

June 15, 1989