IDEAS home Printed from https://ideas.repec.org/a/prg/jnlcbr/v2012y2012i3id29p37-45.html
   My bibliography  Save this article

Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic

Author

Listed:
  • Květa Olšanová

Abstract

This paper outlines the growing potential of the aging population in Europe with a focus on its impact on the food industry. The importance of mature consumers over the next few decades will radically grow. The impact on companies' volumes will be significant without sophisticated innovations in products and communication. The objective of this paper is to selectively highlight relevant research of the segment of senior consumers and using this to clarify two important areas with significant implications for marketers: (i) the importance of the senior segment for future food marketing and (ii) the specifics of the mature segment in terms of benefits selection for the development of brand positioning strategies. Additionally, different segmentation approaches to the senior market, together with their implications on targeting and communication, are discussed.

Suggested Citation

  • Květa Olšanová, 2012. "Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic," Central European Business Review, Prague University of Economics and Business, vol. 2012(3), pages 37-45.
    • Handle: RePEc:prg:jnlcbr:v:2012:y:2012:i:3:id:29:p:37-45
    DOI: 10.18267/j.cebr.29
    as

    Download full text from publisher

    File URL: http://cebr.vse.cz/doi/10.18267/j.cebr.29.html
    Download Restriction: free of charge
    File URL: http://cebr.vse.cz/doi/10.18267/j.cebr.29.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.18267/j.cebr.29?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bert Weijters & Maggie Geuens, 2002. "Evaluation of age-related labels by senior citizens," Vlerick Leuven Gent Management School Working Paper Series 2002-22, Vlerick Leuven Gent Management School.
    2. Tepper, Kelly, 1994. "The Role of Labeling Processes in Elderly Consumers' Responses to Age Segmentation Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 503-519, March.
    3. David Hughes, 2009. "European Food Marketing: Understanding Consumer Wants – The Starting Point in Adding Value to Basic Food Products
La commercialisation des aliments en Europe : comprendre des désirs des consommat," EuroChoices, The Agricultural Economics Society, vol. 8(3), pages 06-13, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    2. E. Labro & M. Vanhoucke, 2005. "A simulation analysis of interactions between errors in costing system design," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/333, Ghent University, Faculty of Economics and Business Administration.
    3. Torres, Ivonne M., 2007. "A tale of two theories: Sympathy or competition?," Journal of Business Research, Elsevier, vol. 60(3), pages 197-205, March.
    4. J. Albrecht & M. Neyt & T. Verbeke, 2005. "Bureaucratisation and the growth of health care expenditures in Europe," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/335, Ghent University, Faculty of Economics and Business Administration.
    5. Gobinda Roy & Rituparna Basu & Samudyuti Ray, 2023. "Antecedents of Online Purchase Intention Among Ageing Consumers," Global Business Review, International Management Institute, vol. 24(5), pages 1041-1057, October.
    6. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    7. Axel Sonntag & Daniel John Zizzo, 2015. "On Reminder Effects, Drop-Outs and Dominance: Evidence from an Online Experiment on Charitable Giving," PLOS ONE, Public Library of Science, vol. 10(8), pages 1-17, August.
    8. P. Windels & J. Christiaens, 2005. "Management Reform in Flemish Local Authorities: Testing the Institutional Framework," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/331, Ghent University, Faculty of Economics and Business Administration.
    9. W. Bruggeman & P. Everaert & S. R. Anderson & Y. Levant, 2005. "Modeling Logistics Costs using Time-Driven ABC: A Case in a Distribution Company," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/332, Ghent University, Faculty of Economics and Business Administration.
    10. Jan Lepoutre & Nikolay Dentchev & Aimé Heene, 2007. "Dealing With Uncertainties When Governing CSR Policies," Journal of Business Ethics, Springer, vol. 73(4), pages 391-408, July.
    11. Axel Sonntag & Daniel John Zizzo, 2014. "Reminders, payment method and charitable giving: evidence from an online experiment," Working Paper series, University of East Anglia, Centre for Behavioural and Experimental Social Science (CBESS) 14-04, School of Economics, University of East Anglia, Norwich, UK..
    12. Robert Zniva & Wolfgang Weitzl, 2016. "It’s not how old you are but how you are old: A review on aging and consumer behavior," Management Review Quarterly, Springer, vol. 66(4), pages 267-297, December.
    13. L. Pozzi, 2005. "Income Uncertainty and Aggregate Consumption," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/334, Ghent University, Faculty of Economics and Business Administration.
    14. Denis Guiot, 2001. "Antecedents Of Subjective Age Biases Among Senior Women," Post-Print halshs-00169445, HAL.
    15. Maarten Dossche & Gerdie Everaert, 2005. "Measuring Inflation Persistence: A Structural Time Series Approach," Computing in Economics and Finance 2005 459, Society for Computational Economics.
    16. Euehun Lee & Anil Mathur & Choong Fatt & George Moschis, 2012. "The timing and context of consumer decisions," Marketing Letters, Springer, vol. 23(3), pages 793-805, September.
    17. Carraresi, Laura & Mamaqi, Xhevrie & Albisu, Luis Miguel & Banterle, Alessandro, 2012. "Strategic Capabilities and Performance: An Application of Resource-Based View in Italian Food SMEs," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144955, International European Forum on System Dynamics and Innovation in Food Networks.
    18. Denis Guiot, 2000. "Subjective Age Biases Among Adolescent Girls," Post-Print halshs-00169543, HAL.
    19. B. Maenhout & M. Vanhoucke, 2005. "New Computational Results for the Nurse Scheduling Problem: A Scatter Search Algorithm," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/341, Ghent University, Faculty of Economics and Business Administration.
    20. Pannhorst, Matthias & Dost, Florian, 2019. "Marketing innovations to old-age consumers: A dynamic Bass model for different life stages," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 315-327.

    More about this item

    Keywords

    segmentation; senior; positioning;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:prg:jnlcbr:v:2012:y:2012:i:3:id:29:p:37-45. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stanislav Vojir (email available below). General contact details of provider: https://edirc.repec.org/data/uevsecz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.