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Research papers

Old is gold: But who is old?

The paper is divided in two parts. The first part discusses the demographic, economic and cultural aspects that stand behind the growing importance of elderly people as consumers of goods and services. Elderly people are not a homogeneous lot. The...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gabriele Morello
June 15, 1989
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Citation

Morello, G. (1989a, June 15). Old is gold: But who is old?. ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/old-is-gold-but-who-is-old-


Research papers

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
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Citation

Bartonova, Betts and Martindale (1989a, June 15). A major research exercise identifying and quantifying relevant consumer groups in over 60's market: The hotel industry. ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/a-major-research-exercise-identifying-and-quantifying-relevant-consumer-groups-in-over-60-s-market-the-hotel-industry


Research papers

The mature market

In recognition of past neglect of mature consumers, Colgate-Palmolive is changing its ways. The initial steps have been taken and a continuing program will be maintained. The intent is to enrich the knowledge and understanding of mature consumers,...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Jacklyn H. Posner, Meryl Bass, Jim Figura
Company: Colgate-Palmolive
June 15, 1989
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Citation

Posner, Bass and Figura (1989a, June 15). The mature market. ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/the-mature-market


Research papers

The over 50's (French)

The optimal marketing profit depends on the five elements which go together to male up the marketing mix those being: market, product, price, advertising, distribution. The study which SECODIP realised aimed to confirm the importance of these 5...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Olivier Geradon de Vera
June 15, 1989
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Citation

Geradon de Vera, O. (1989a, June 15). The over 50's (French). ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/the-over-50-s-french-


Research papers

Typology of the marketing strategy in the perfume industry

We can date the introduction of the marketing concept into the fragrance industry back to at most 20 years. Some of the key actors of this industry are still questioning the validity of these concepts, at least when considering the upper segment of...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Alain Charrueau
June 15, 1989
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Citation

Charrueau, A. (1989a, June 15). Typology of the marketing strategy in the perfume industry. ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/typology-of-the-marketing-strategy-in-the-perfume-industry


Research papers

Life-style of the elderly in Austria (German)

Partial results of a comprehensive life-style study are presented here. The subsample of 50-to-75-year olds (n=1.500) was subjected to a cluster analysis with the help of 28 variables. Two of the five resulting clusters characteristically...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rudolf Bretschneider
Company: GfK
June 15, 1989
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Citation

Bretschneider, R. (1989a, June 15). Life-style of the elderly in Austria (German). ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/life-style-of-the-elderly-in-austria-german-


Research papers

Measurement of consumer perception and evaluation of odours as an aid to perfume selection

The physiological and psychological processes involved in odour perception are still not properly understood. It is not surprising therefore that researchers can experience difficulties when conducting consumer research for perfume development...

Catalogue: Seminar 1989: Research For Flavours And Fragrances
Author: Hugh Bain
June 15, 1989
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Citation

Bain, H. (1989a, June 15). Measurement of consumer perception and evaluation of odours as an aid to perfume selection. ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/measurement-of-consumer-perception-and-evaluation-of-odours-as-an-aid-to-perfume-selection


Research papers

The over 50's

The optimal marketing profit depends on the five elements which go together to male up the marketing mix those being: market, product, price, advertising, distribution. The study which SECODIP realised aimed to confirm the importance of these 5...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Olivier Geradon de Vera
June 15, 1989
×

Citation

Geradon de Vera, O. (1989a, June 15). The over 50's. ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/the-over-50-s


Research papers

The successful aiming of communication at the new generation of retirees

"NOTRE TEMPS" came into the world twenty years ago... in May 1968! Today's generation of retirees has nothing in common with that of 1968. Yet many of the economic decision-makers of 1988 when they speak of today's retirees, evoke memories of their...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gilles de Courtivron
June 15, 1989
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Citation

de Courtivron, G. (1989a, June 15). The successful aiming of communication at the new generation of retirees. ANA - ESOMAR. Retrieved November 13, 2025, from


https://ana.esomar.org/documents/the-successful-aiming-of-communication-at-the-new-generation-of-retirees