This book reports and interprets the results of a major research
study that investigated the shopping behavior of the mature
consumer with regard to the principal types of direct response
marketing: catalog shopping, direct mail, media ads, telephone
solicitation, direct selling, party-plan selling, and in-home
demonstrations. Sponsored by the American Association of Retired
Persons (AARP) and the Andrus Foundation, the project represents
the most thorough treatment of the older consumer published to
date. Marketing managers, direct marketing specialists, and
retailers will find here the data they need to make informed
decisions and develop appropriate marketing strategies for reaching
a growing, and often relatively affluent, segment of the U.S.
consumer population.
The study was based on an 8-page questionnaire to which more
than 2500 subjects nationwide responded and which yielded
information on respondents' willingness to purchase from various
direct sources, actual purchase behavior, preferences for
purchasing from direct sources, likes and dislikes about in-home
shopping, and the characteristics that influence purchasing
decisions. The authors also compared shopping behaviors and
attitudes of older consumers with younger groups and analyzed
differences on the basis of demographic and psychological
variables. A wide range of practical findings issued from the
study, including the fact that many mature consumers associate high
pressure sales tactics with in-home shopping and evince a high
degree of distrust of direct selling techniques. In the final
chapter, the authors present practical recommendations for
formulating and maintaining a marketplace offering that is
satisfying to the mature shopper. Numerous tables and figures
illustrate the statistical conclusions drawn from the study.
General
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