Marketing to 50+ Generations: An Overview of E-Behaviour in the UK and France

Moss, Gloria, Wulf, Catharina and Mullen, Hilary (2015) Marketing to 50+ Generations: An Overview of E-Behaviour in the UK and France. In: Cultural Perspectives in a Global Marketplace: Proceedings of the 2010 Cultural Perspectives in Marketing Conference. Springer, Cham, pp. 109-110. ISBN 978-3-319-18695-5

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Academic recognition of the importance of 50+ consumers has been slow to progress. An article in the Harvard Business Review in 1980 (Bartos) was the first publication in the US that redefined this market both in terms of size and buying power. What is more, today’s statistics indicate quite clearly that the number of the 50+ generations using the Internet on a global scale is steadily increasing. In this article, the authors discuss the financial importance of the 50+ generations in the UK and France and the challenge that lies ahead for marketers in successfully impacting this target group. One of the central questions of this article is how best this group should be targeted in these two countries. The authors show the criticality of segmenting target markets (for instance by nationality and gender) in order to fully understand their needs and preferences. Using an interactionist conceptual framework, which advocates dovetailing the message to the needs and demands of the target audience, the paper shows the shortfalls in the segmentation of the 50+ age groups and explores possibilities for future research. The latter should address four priority areas: (i) the preferences of the 50+ segments; (ii) the impact of nationality; (iii) the role of gender and (iv) the role of cognitive age.

Item Type: Book Section
Divisions: ?? BucksNewUniversity ??
Depositing User: RED Unit Admin
Date Deposited: 07 Jun 2017 12:09
Last Modified: 11 Dec 2017 19:28

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