1,720,985 research outputs found
Unwrapping senior consumers' packaging experiences
No full textPurpose - 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
Respected Pillars of the Community: A values-based profile of the British Market Maven
No full textMarket Mavens are consumers who are active purveyors of word of mouth (WOM)
communication in society. In contrast to opinion leaders, mavens provide information that
cuts across product categories, and advise on old and new products. Consequently, mavens
can impact a wider number of social networks with WOM, and are therefore a valuable target
for marketers. Despite much empirical work, a socio-demographic profile of the market
maven remains elusive, and recently work has focused on those intrinsic characteristics that
may distinguish mavens from others. However, no previous work has considered the
possibility that personal values may be a distinguishing maven factor. Using the original
market maven scale, the full Rokeach value survey and the List of Values (LOV), this
research (n = 158) found mavens to place significantly more importance on several values
than do non-mavens. Results suggest that mavenism has an external social dimension to
sharing marketplace information that is not motivated out of self-interest, but by altruism and
a genuine concern for others. Contrary to some previous research, this study shows that
market mavens can be identified in a useful way to marketing practitioners. In addition to the
obvious need for marketing communications to supply the maven with plenty of information
about products and services, communications strategies need to focus on positioning brands
around the values which reflect altruism, respect, helpfulness, and responsibility. In this way,
the usefulness of market mavens and WOM communications can be harnessed successfully
HOW CAN BUSINESS BETTER SERVE OLDER CONSUMERS?
Get PDFThe world’s aging population means that tomorrow’s markets will comprise increasing numbers of older people. However, people become more dissimilar as they age, and what works for younger consumers does not necessarily work for older people. Some companies have been slow to target older adults, while others have been criticized for their lack of empathy and insight into their consumer needs. This conceptual paper outlines the importance of the senior market, evaluates some of the age-related changes which impact consumption in later life, and discusses the ways in which businesses can ensure they are better equipped to take advantage of a lucrative and expanding market
Unwrapping Senior Consumers' Packaging Experiences
No full textPurpose – 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
Unwrapping Senior Consumers' Packaging Experiences
No full textPurpose – 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
HOW CAN BUSINESS BETTER SERVE OLDER CONSUMERS?
Get PDFThe world’s aging population means that tomorrow’s markets will comprise increasing numbers of older people. However, people become more dissimilar as they age, and what works for younger consumers does not necessarily work for older people. Some companies have been slow to target older adults, while others have been criticized for their lack of empathy and insight into their consumer needs. This conceptual paper outlines the importance of the senior market, evaluates some of the age-related changes which impact consumption in later life, and discusses the ways in which businesses can ensure they are better equipped to take advantage of a lucrative and expanding market
The Baby Boomer Market Maven in the UK: An Experienced Diffuser of Marketplace Information
No full textThis study identifies and profiles market mavens among the baby boomer generation in the UK. Boomers are an important market segment, yet most advertising targets younger audiences, making word-of-mouth communications crucial among this older cohort. Findings suggest boomer mavens place great importance on ‘respect’ values, are particularly concerned with fashion, and compared to non-mavens are more likely to try new brands, watch more television, hold positive attitudes towards advertising, and seek out bargains. The study is useful to those businesses wishing to target a mature consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others
Respected Pillars of the Community: A values-based profile of the British Market Maven
No full textMarket Mavens are consumers who are active purveyors of word of mouth (WOM)
communication in society. In contrast to opinion leaders, mavens provide information that
cuts across product categories, and advise on old and new products. Consequently, mavens
can impact a wider number of social networks with WOM, and are therefore a valuable target
for marketers. Despite much empirical work, a socio-demographic profile of the market
maven remains elusive, and recently work has focused on those intrinsic characteristics that
may distinguish mavens from others. However, no previous work has considered the
possibility that personal values may be a distinguishing maven factor. Using the original
market maven scale, the full Rokeach value survey and the List of Values (LOV), this
research (n = 158) found mavens to place significantly more importance on several values
than do non-mavens. Results suggest that mavenism has an external social dimension to
sharing marketplace information that is not motivated out of self-interest, but by altruism and
a genuine concern for others. Contrary to some previous research, this study shows that
market mavens can be identified in a useful way to marketing practitioners. In addition to the
obvious need for marketing communications to supply the maven with plenty of information
about products and services, communications strategies need to focus on positioning brands
around the values which reflect altruism, respect, helpfulness, and responsibility. In this way,
the usefulness of market mavens and WOM communications can be harnessed successfully
Promoting Innovation in Homelessness and Mental Health Service Design: An Adaptation of the Trajectory Touchpoint Technique
Get PDFAcross much of service research, there has been increasing attention granted to consumer wellbeing as a key outcome of value cocreation, with the potential to extend far beyond the duration of a service experience. Such meaningful long-term change is denoted by the
concept of transformative value, developed within the wellbeing-oriented field of transformative service research (TSR). Researchers within TSR have drawn attention to the importance of both service design and broader service networks. Conversely, important gaps
remain regarding integration of resources across multilevel domains, including the role of customer networks and how transformative value creation relates to therapeutic resource availability. Furthermore, there remains a shortage of TSR on meso-level factors shaping vulnerability emergence and alleviation, understanding of which appears necessary to address
the research priority of serving marginalised consumers.
The aim of this thesis is to investigate the constituents of transformative service in a context of multiple marginalisation. This is explored via the construct of transformative value in the experience (T-VALEX), synthesising and building upon extant concepts of transformative value and value in the experience (VALEX). Research consists of a case study within a
charitable organisation, collecting qualitative data from three residential services targeting marginalised clients. Main stages of data collection comprise unstructured interviews and application of the adapted Trajectory Touchpoint Technique (TTT), a service design
methodology using rich pictures to elicit consumer narratives.
Client narratives deliver qualitative insight into the cocreation of T-VALEX, highlighting key elements and processes across multilevel domains. Therapeutic resource integration is situated within this context, with novel findings regarding availability of these resources within servicescapes, across networks, and in relation to transformative wellbeing outcomes. Accounts of vulnerability emergence and alleviation illustrate the impacts of meso-level forces, which appear largely interrelated with processes of T-VALEX creation in contexts of marginalisation. Observations and explicit participant feedback regarding the utility of the adapted TTT are also presented and discussed, assessing the effectiveness of this technique within the research context.
Findings contribute towards understanding of TSR and transformative service design in a number of ways. The construct of T-VALEX is conceptualised as embedded in a multilevel value configuration space with facilitators emerging and interacting across the different levels, enhancing understanding of how and when value creation produces profound and holistic change. An extended conceptualisation of therapeutic resources is developed and also linked to T-VALEX creation. Additional frameworks are proposed regarding vulnerability emergence and alleviation, addressing the underexplored potential for meso-level forces to
mediate the relationship between marginalised group membership and actual vulnerability perceptions. Methodological contributions arise out of insights into narrative elicitation and service design techniques, while contributions to practice include specific opportunities for innovation alongside broader implications for practitioners
Electronic Health Literacy Among Baby Boomers: A Typology
Get PDFBackground: Forecasts suggest that older adults will place unprecedented demands on future health care systems. Electronic health (eHealth) resources can potentially mitigate some pressures, but to be effective patients need to be able to use them. The negative relationship between eHealth literacy and age usually re-sults in older adults classified as one homogenous mass, which misses the opportunity to tailor interventions. Objective: This research examines similarities and differences within the baby boom cohort among a sample that uses the internet for health information. Methods: We used an electronic survey with random samples of baby boomers (N = 996) from the United States, the United Kingdom, and New Zealand. Key Results: Four distinct subgroups, or segments, emerged. While not different from a socioeconomic perspective, these four groups have very different levels of eHealth literacy and corresponding health behaviors. Therefore, we contribute a more complex picture than is usually presented in eHealth studies. Conclusions: Resulting in-sights offer a useful starting point for providers wishing to better tailor health products, services, and com-munications to this large cohort of future older individuals
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