Understanding demographic effects on marketing communications in services
FitzGerald , Maureen and Arnott, David C. (1996) Understanding demographic effects on marketing communications in services. In: International Service Management - New Directions, New Perspectives Conference, Bournemouth, UK, Sep 1995. Published in: International Journal of Service Industry Management, 7 (3). 31-&.Full text not available from this repository.
Official URL: http://dx.doi.org/10.1108/09564239610122947
Points out that research into the use of demographics as a segmentation variable has waned in favour of other variables, noting that research is sparse into links between membership of demographic segments and perceptions and reactions to marketing communications. Describes how, in many service sectors (e.g. airlines), the demographic profile of the consumer base has changed radically in recent years. Investigates differences between the perceptions and responses of demographic and product usage segments to the marketing communications of airlines, and demonstrates several key differences. Concludes that the importance of these segmentation bases appears to be undervalued in services, as findings indicate that changes in gender, age, culture, usage frequency, etc. affect perceptions of advertising, sales promotions and publicity with consequent effects on purchase behaviour.
|Item Type:||Conference Item (UNSPECIFIED)|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing Group
Faculty of Social Sciences > Warwick Business School
|Journal or Publication Title:||International Journal of Service Industry Management|
|Publisher:||Emerald Group Publishing Ltd.|
|Number of Pages:||16|
|Title of Event:||International Service Management - New Directions, New Perspectives Conference|
|Location of Event:||Bournemouth, UK|
|Date(s) of Event:||Sep 1995|
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