My generation: A review of marketing strategies on different age groups

Yoga tourism has witnessed a consistent development in the recent years. People around the world have become more mindful of health care options which has led to an increase in the quality of wellbeing care as a need in the minds of most age groups today. The worldwide fascination with yoga has inspired many people to travel in order to practise this activity. Kemetic yoga rapidly evolved into the wonder of yoga tourism, which nowadays is a vital and profitable component of the wellness tourism industry. This unique yoga practice draws yoga lovers from across the world, according to an official statement released by the Egyptian tourism minister promoting it internationally. In 2019, Egypt’s Ministry of Tourism collaborated with CNN broadcast to produce a short documentary about Kemetic yoga to highlight wellness tourism in the country. Egypt is a unique destination for Kemetic yogis. Although few researchers have studied Kemetic Yoga as an aspect of tourism, this research focused on the examination of marketing strategies that Egypt needs to apply to promote itself as a competitive destination for yoga. Kemetic yoga tourism is a new travel trend in Egypt, promoting a rising touristic attraction and encouraging the potential of further research. This paper focused on the examination of marketing strategies Egypt is currently implementing to promote itself as a viable yoga destination, and to recommend other marketing strategies to promote Kemetic yoga in Egypt. The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Intense, semi-formal interviews were conducted with Kemetic yoga practitioners from different experiences and yoga levels who had travelled to Egypt to practice Kemetic yoga. Keywords: tourism, yoga, medical, health care, wellness, marketing, Kemetic, Egypt

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In a War with the Virus: Science, People and Politics

Interações Sociedade e as novas modernidades ◽

10.31211/interacoes.n40.2021.e1 ◽

2021 ◽

pp. 130-148

Author(s):

Deepak Gupta

Keyword(s):

Political Communication ◽

Age Groups ◽

Two Dimensions ◽

Marketing Strategies ◽

Health Concern ◽

Key Informant ◽

The World ◽

Repurposed Drugs ◽

High Level ◽

Key Informant Interview

The world, attacked by a malicious virus in the last quarter of the year 2019 termed it as SARS-CoV-2 (WHO) and manifestation of the ‘disease’ caused due to this virus was dubbed as COVID-19. Transmitting through respiratory-tract, it has already impacted millions of people, with a high mortality in vulnerable age groups. It is reckoned that the outbreak of COVID-19 pandemic is a major public health concern with equally dire health consequences with critical environmental and economic impacts. Scientific community developed multiple vaccines and repurposed drugs for the COVID-19; however, the vaccination against this pathogen still throws a huge challenge of low uptake across the world. There are two dimensions to COVID-19 vaccination programme, i.e. ensuring equitable access and the positive behaviour change marketing strategies. People acknowledge that this pandemic is primarily a ‘behavioural practices’ issue, including at community levels. The outrage of the ‘infodemic’ (spread of misinformation) is gaining currency especially through social media and digital space. The technical area of health communication has assumed a high-level of tilted ‘political communication’ in many countries. It is, therefore, time to witness more of science in politics than politics in science. The article includes a key informant interview with a former WHO expert.

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Analyzing Consumer Impulse Purchasing Behaviour Using Observational Data

International Journal of Food and Beverage Manufacturing and Business Models ◽

10.4018/ijfbmbm.2018070102 ◽

2018 ◽

Vol 3 (2) ◽

pp. 16-28 ◽

Cited By ~ 1

Author(s):

Yuliia Kyrdoda ◽

George Baltas ◽

A.Malek Hammami

Keyword(s):

Principal Component Analysis ◽

Logistic Regression Model ◽

Explanatory Power ◽

Age Groups ◽

Principal Component ◽

Demographic Characteristics ◽

Marketing Strategies ◽

Purchasing Behavior ◽

Purchasing Behaviour ◽

Categorical Principal Component Analysis

This article identifies consumers' impulse purchasing behavior in supermarkets. The study includes an interpretation of the impulse decision relationship with the final purchase and an analysis of the distribution of impulse purchasers' demographic characteristics (age and shoppers' company). SPSS was used to analyze the observed data at a national retail supermarket chain. The logistic regression model was developed in order to identify the explanatory power of the variables. Categorical principal component analysis was employed to analyze the distribution of the variables. Empirical findings indicated that “impulsive decision” has a stronger intensity on “purchase” than “gender” does. Impulsive customers are split into three age groups and two company categories. These results could be used to design marketing strategies in order to increase sales. However, a few limitations occurred during the study such as: observation timing, unicity of location and observers' subjectivity.

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Digital Marketing in the Context of Consumer Privacy

Managerial Issues in Digital Transformation of Global Modern Corporations - Advances in Logistics, Operations, and Management Science ◽

10.4018/978-1-7998-2402-2.ch007 ◽

2021 ◽

pp. 89-101

Author(s):

V. T. Vasagan

Keyword(s):

Personal Information ◽

Age Groups ◽

Electronic Media ◽

Marketing Strategies ◽

Digital Marketing ◽

Primary Data ◽

Consumer Privacy ◽

Males And Females ◽

Loyal Customers

The development of technology adds advantages to corporations, allowing them to revamp their marketing strategies digitally. Digital marketing is formed by various techniques and tools and uses electronic media to promote the products and services in the market. This chapter attempts to explore whether the digital marketing has significant effects on customer privacy as it assesses the customer profile voluntarily or involuntarily, saving them from cybercrime. The primary data were collected from 100 samples, which consist of both males and females of different age groups. The considered hypotheses were tested, and it was observed that there is a significant impact of digital marketing on customers' privacy in terms of personal information and consumption of energy and money. Thus, corporations have to limit the number of advertisements, seek permission prior to sending advertisements, while respecting and protecting customers' privacy. Corporations could follow government guidelines and regulations strictly in the line of digital marketing, which in turn enable them to earn loyal customers.

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SPENDING AND SAVING PATTERNS OF TWO CONSUMER AGE GROUPS DURING ECONOMIC DOWNTURN AND RECOVERY OF 2009–2011 IN LITHUANIA

Ekonomika ◽

10.15388/ekon.2014.93.5072 ◽

2015 ◽

Vol 93 (4) ◽

pp. 72-84

Author(s):

Indrė Pikturnienė ◽

Sigitas Urbonavičius

Keyword(s):

Consumer Behaviour ◽

Age Groups ◽

Marketing Strategies ◽

Brand Value ◽

Economic Downturn ◽

Spending Patterns ◽

Younger Generation ◽

Consumer Age ◽

The Impact ◽

Two Age Groups

Purpose. The purpose of the paper is to summarise and present differences in spending patterns between the two age groups (19–26 and 40–68) during the period of economic downturn and recovery. The method of longitudinal study allows finding how the expectations towards financial situation and spending behaviour change over three years (2009, 2010, 2011). This paper summarizes findings from the three years and expands the initial findings of the authors that have been published before (Urbonavičius, Pikturnienė, 2010).Methodology. The survey is based on a comparison of data from the three sets of respondents surveyed in spring of the 2009, 2010 and 2011, using the same questionnaire. Students, unaware of survey objectives, were asked to fill in questionnaires themselves and to distribute another part of the questionnaire to a member of their household, who is one generation elder (typically parents). In total, 455 households were interviewed, each producing two sets of answers to the survey questions.Results of the survey showed that younger respondents perceived the impact of the economic downturn in relation with expectations in a more casual way. They had higher expectations towards the income increase. Spending of both age groups, as well as their expectations towards prices were very similar throughout all the studied years. However, the older generation was more likely to save in order to survive, whereas the younger generation did not change its spending habits or decided to reduce spending for saving reasons.Practical implications. Since younger generation perceived the economic downturn situation more casually and reported a higher expected income, marketing strategies based on brand value, exclusivity, price premiums can be continued to target it even during the economic downturn. The older generation demonstrated a higher caution and frugality, as well as lower expectations towards income; therefore, value for price or lower price strategies could be more suitable for this age group.Value / originality. Longitudinal data on two age groups provide for a better understanding of the consumer behaviour during the economic downturn in general and in Lithuania in particular.

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Herbal smoking products: a systematic content analysis and mapping of the e-retail market

Tobacco Control ◽

10.1136/tobaccocontrol-2020-056340 ◽

2021 ◽

pp. tobaccocontrol-2020-056340

Author(s):

Arpit Gupta ◽

Shweta Sharda ◽

Pothamsetty Yogitha ◽

Sonu Goel ◽

Ashima Goyal ◽

...

Keyword(s):

Data Extraction ◽

Age Groups ◽

Health Benefit ◽

Marketing Strategies ◽

Retail Market ◽

Health Warnings ◽

Eligibility Criteria ◽

Data Extraction Form ◽

The Usa ◽

Online Availability

ObjectiveTo assess the online availability and e-marketing strategies of herbal smoking products (HSPs).MethodologyGoogle, Yahoo and Bing were searched using relevant keywords related to HSPs. The first 50 records were retrieved and duplicates were removed. Two trained and calibrated authors screened the records according to the eligibility criteria and extracted data from each selected retail-webpage as per the pre-tested data extraction form.ResultsOut of the initial 1044 records obtained, 73 retail webpages were finally included. Most of the webpages about HSPs hailed from India followed by the USA. The results showed 24 brands with about 189 flavour variants that are readily available online to all age groups including minors, with price per pack (20 sticks) of herbal cigarettes ranging from INR (₹) 51 to 1830 (median 588). There are no regulations regarding the sale and marketing of HSPs concerning age restrictions and display of health warnings.ConclusionHSPs are readily available online at affordable prices and attractive variants for customers of all ages. The flavour appeal and the health benefit appeal is being used to target minors and young women. There is an urgent need for some regulations on the sale and e-marketing of such products that have an enormous potential to be used as a gateway to tobacco smoking.

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The importance of wine attributes in an emerging wine-producing country

South African Journal of Business Management ◽

10.4102/sajbm.v51i1.1932 ◽

2020 ◽

Vol 51 (1) ◽

Author(s):

Chris Pentz ◽

Alexandra Forrester

Keyword(s):

South African ◽

Generational Differences ◽

Age Groups ◽

Marketing Strategies ◽

Relative Importance ◽

Online Questionnaire ◽

South Africans ◽

Best Worst Scaling ◽

Purchasing Behaviour ◽

Two Age Groups

Purpose: This article investigated and compared the relative importance of 14 wine attributes on the wine-purchasing behaviour of South African consumers of different generational groups.Design/methodology/approach: Data were collected from 646 South African wine consumers by means of a structured online questionnaire. Respondents were divided into two main age groups, 18–40 years of age and 41 years and older. Data analysis included descriptive statistics, best–worst scaling and independent sample t-tests.Findings/results: Results showed that there were both similarities and differences in the relative importance of wine attributes between the two age groups investigated. Both groups regarded the previous tasting of a wine and recommendations by others as the two most important wine attributes when purchasing wine for their own consumption. An in-store promotional display of wines was regarded as the least important wine attribute by the older cohort, whereas an alcohol level below 13% was rated by the younger cohort as the least important wine attribute.Practical implications: The findings contribute to a deeper understanding of wine-purchasing behaviour in the emerging wine-producing countries. Results can be used by marketing managers to create more effective marketing strategies to increase wine sales in South Africa amongst different age groups.Originality or value: This study is a pioneering venture, given the absence of published knowledge on the possible generational differences in the wine consumer behaviour of South Africans.

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Preferences of Different Target Groups of Consumers in Case of Furniture Purchase

Drvna industrija ◽

10.5552/drvind.2020.1932 ◽

2020 ◽

Vol 71 (1) ◽

pp. 79-87 ◽

Cited By ~ 1

Author(s):

Leon Oblak ◽

Branko Glavonjić ◽

Andreja Pirc Barčić ◽

Teja Bizjak Govedič ◽

Petra Grošelj

Keyword(s):

Age Groups ◽

Solid Wood ◽

Marketing Strategies ◽

High Price ◽

Target Groups ◽

Consumer Decisions ◽

Price Range ◽

Buying Behaviour ◽

Material Price ◽

Wood Sector

In a market environment where changes are constant, understanding customer buying behaviour is crucial for companies in order to operate both successfully and effectively. We analysed how different age groups and net monthly incomes per household influence consumer decisions in Slovenia, Serbia and Croatia in the case of furniture purchases, when the three main factors are material, price and service. Each factor was further divided into three levels. In the case of material, the respondents could choose between solid wood, chipboard and fibreboard or other materials. In the case of price, they could choose between a low, middle or high price range, and in the case of services, they could choose between pre-sales, sales and after-sales services. With conjoint analysis, we analysed the markets in Slovenia, Serbia and Croatia. The important differences in consumer buying behaviour in these three countries were discovered. The results of the research will serve as a useful basis for wood sector companies to design more successful marketing strategies, which will help them to achieve their goals in different target markets.

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A Study on the Analysis of Complex Resort Use Status Through IPA

Research in World Economy ◽

10.5430/rwe.v11n2p42 ◽

2020 ◽

Vol 11 (2) ◽

pp. 42

Author(s):

Dong-Heui Choi

Keyword(s):

Empirical Analysis ◽

Natural Environment ◽

Age Groups ◽

Marketing Strategies ◽

Food And Beverage

This study is intended to suggest marketing strategies for complex resort by identifying selection attributes of complex resorts from IPA as well as to identify factors of selection attributes of complex resorts recognized by users. For the study, survey was distributed to 400 complex resort users. Survey was conducted from August 1 to 31, 2019, in weekdays and weekends. Especially, survey was conducted on various age groups to well reflect opinions of complex resort users. Total 347 copies of survey were distributed, and 23 copies with incomplete answers were excluded that total 324 copies (80.1%) were used for empirical analysis. As a result of analysis, selection attributes of complex resort were derived to be seven factors of reliability, convenience, facilities, food and beverage, natural environment, employee service, and program. In addition, convenience and facilities turned out to be factors to be continuously maintained from IPA followed by natural environment as a factor to avoid excessive effort, program with low priority, and food and beverage and reliability in need of concentrated effort. According to these results, it seems that there shall various efforts to restore reliability and improve food and beverage of complex resorts.

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Determining how packaging and labeling of Requeijão cheese affects the purchase behavior of consumers of different age groups

British Food Journal ◽

10.1108/bfj-02-2017-0081 ◽

2018 ◽

Vol 120 (6) ◽

pp. 1183-1194 ◽

Cited By ~ 3

Author(s):

Ana Paula Lima Ribeiro ◽

João de Deus Souza Carneiro ◽

Thaís De Melo Ramos ◽

Laura Patterson ◽

Sandra Maria Pinto

Keyword(s):

Age Groups ◽

Marketing Strategies ◽

Purchase Behavior ◽

Purchasing Behavior ◽

Content Type ◽

Milk Products ◽

Label Information ◽

Group 3 ◽

Marketing Information ◽

Glass Packaging

PurposeThe buying process is affected by many aspects, in which consumer’s age is certainly an important feature to be considered. The purpose of this paper is to evaluate the influence of packaging and labeling of Requeijão cheese on the purchasing behavior of different age groups of consumers in order to obtain marketing information that aid in increasing sales of Requeijão cheese.Design/methodology/approachThree focus groups were created, each one composed of ten participants. The first group was aged 18-30 years old, the second group included people aged 31-50, and the third group participants were aged between 51 and 70 years old. Requeijão cheese labeling and packaging was presented to all groups to facilitate a discussion. A moderator asked participants in the three groups about the factors on the packaging and labeling of Requeijão cheese that influence their desire to purchase. Seven final themes were analyzed by thematic analysis: packaging, color and images on label, information, lid, price and brand.FindingsThe factors of greatest importance that influenced purchasing for the first and second group were glass packaging and color labels. Groups 2 and 3 preferred a packaging size of 250 g, an aluminum cap protected with a plastic cap, information, and affordable prices. Group 1 demonstrated high interest in 220 g packaging, metal lid and brands. Group 3 preferred plastic packaging. All groups were attracted by images on labels related to the product origin. The results from this study may be advantageous for creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in comparable ways.Practical implicationsConcept and attitudes toward packaging and labeling have changed in modern times. The present study demonstrates how consumers of different age groups have divergent opinions about packaging and labeling of Requeijão cheese, factors that have huge influences in the purchasing of this product. The results from this study will aid in creating marketing strategies to increase sales of Requeijão cheese and similar milk products that are sold in similar conditions. The findings will also assist manufactures in creating bonds with costumers once packaging and labeling might be produced in accordance with the preference of each age group of consumers, and consequently makes the visual aspects of packaging more attractive to them.Originality/valueThis study collected information about the most features in packaging and labeling of Requeijão cheese that attract consumers in the food buying process. There are many companies that sell Requeijão cheese. Then, it is necessary to understand the needs of consumers in relation to packaging and labeling of similar products, to make it more competitive in the market and to meet the expectations of consumers in order to create bond with them.

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