Aging consumers and their brands: the customer journey perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chao-Chin Huang
Keyword(s):  
The Elderly ◽  
Social Experience ◽  
Inductive Method ◽  
Customer Journey ◽  
Content Type ◽  
Functional Benefit ◽  
New Concepts ◽  
Elderly Consumers ◽  
Brand Resonance ◽  
Psychological Benefit

PurposeWith the increasing numbers of the elderly people, the aging segment represents a potential huge market. While this trend is obvious, still little literature focuses on this group. The study thus fills up this gap. Furthermore, the study aims to examine the aging consumers' journeys from the lens of brand resonance pyramid and has its importance using context-specific theories to understand the elderly consumers.Design/methodology/approachCase study method is conducted using the in-depth interview to collect data and inductive method via MaxQda software to analyze. Two types of aging brand (i.e. age-denial and age-adaptive) are investigated (Moody and Sood, 2010). This study interviews 26 elderly consumers, among whom, 12 have experiences in sports gyms (i.e. age-denial) and 14 in hospital services (i.e. age-adaptive). The author also triangulates the results by interviewing two additional experts in these contexts.FindingsThe findings of the paper reveal that (1) brand functional benefit is important for both age-denial and age-adaptive brands while each has different dimensions. Brand experiential benefit (e.g. social, behavioral and intellectual experience) is important motivation for the age-denial brand and brand symbolic and brand psychological benefits are the emotional drivers for the age-adaptive brand. (2) Consequences of this journey include those, for example, brand satisfaction, brand loyalty, word-of-mouth and recommendation and (3) mediating mechanisms, e.g. brand sense of identification, brand psychological attachment and customization for both brand types, with exceptions of diversification and brand psychological attachment, and mutual interaction for the age-denial brand and doctor–patient relationship and consumer inertia for the age-adaptive brand. (4) The current study finds two new concepts for aging consumers, i.e. brand social experience in the age-denial brand and brand psychological benefit in the age-adaptive brand.Research limitations/implications(1) Results of the paper are context dependent and generalization issue might occur. (2) While it is analyzed using inductive method via MaxQda software, the interviewer's subjective bias might occur. (3) Interviewees are at their different life stages, i.e. early-old vs mid-old, and thus, these contextual factors might also influence the results.Originality/value(1) The current study explores the elderly consumers' experience journeys at three stages (i.e. pre-service, during-service and pro-service/loyalty loop) for age-denial and age-adaptive brands and deepen an understanding of this aging market; (2) offers practical implications to brands targeting at the elderly consumers, particularly the age-denial and age-adaptive brands; (3) uses customer journey theory and brand resonance pyramid as the lens to understand aging consumers, and results also partly echo with the theories and (4) explores two new concepts for aging consumers, i.e. brand social experience and brand psychological benefit, thus adding new dimensions to important constructs, i.e. brand experience and brand benefit.

Information processing by elderly consumers: a five-decade review

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gianluigi Guido ◽  
Marco Pichierri ◽  
Cristian Rizzo ◽  
Verdiana Chieffi ◽  
George Moschis
Keyword(s):  
Information Processing ◽  
Design Methodology ◽  
State Of The Art ◽  
Relevant Literature ◽  
Academic Research ◽  
The Elderly ◽  
Marketing Strategies ◽  
Content Type ◽  
Processing Activity ◽  
Elderly Consumers

Purpose The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing. Design/methodology/approach The review encompasses a five-decade period (1970–2018) of academic research and presents relevant literature in four main areas related to information processing: sensation, attention, interpretation and memory. Findings The study illustrates how each of the aforementioned phases of the information processing activity may affect how elderly individuals buy and consume products and services, emphasizing the need for a better comprehension of the elderly to develop effectual marketing strategies. Originality/value The study provides readers with detailed state-of-the-art knowledge about older consumers’ information processing, offering a comprehensive review of academic research that companies can use to improve the effectiveness of their marketing efforts that target the elderly market.

scholarly journals Exploring how internet services can enhance elderly well-being

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Constanza Bianchi
Keyword(s):  
Technology Adoption ◽  
Personal Growth ◽  
Qualitative Methodology ◽  
Family Members ◽  
Well Being ◽  
The Elderly ◽  
Service Research ◽  
Internet Services ◽  
Content Type ◽  
Elderly Consumers

Purpose This study aims to investigate how Internet services can improve the well-being of elderly consumers. Drawing on transformative service research (TSR) and technology adoption literature, it examines the main challenges for the elderly when adopting Internet services and how they and their family members can co-create value to improve the elderly service inclusion and well-being. Design/methodology/approach A qualitative methodology is used to identify challenges, value co-creation behaviors and well-being outcomes of elderly individuals and their family members when using Internet services. The data collection method involved 24 in-depth interviews with consumers over 75 years of age and their family members. Findings This research first recognizes specific challenges for the elderly in adopting Internet services related to resistance to technology adoption and health impairments. Second, the findings identify value co-creation behaviors held by elderly consumers of Internet services: learning and formal training, complying with indications and seeking help when they encounter problems with technology. Family members also contribute to elderly well-being through two value co-creation behaviors: helping and supporting elderly relatives with technology and being patient and tolerant when they need support. Finally, these behaviors are found to influence five dimensions of elderly consumers’ well-being: enjoyment, personal growth, mastery, autonomy and social connectedness. Originality/value This study addresses a gap in the literature by exploring the value co-creation behaviors of elderly consumers of Internet services and their family members for improving well-being outcomes. Understanding value co-creation and well-being for elderly consumers of Internet services is an emerging and under-researched area in TSR and service inclusion literature.

Elderly consumers’ sensitivity to corporate social performance

2016 ◽  
Vol 12 (4) ◽  
pp. 786-805 ◽  
Author(s):  
Chamila Roshani Perera ◽  
Chandana Hewege
Keyword(s):  
Focus Groups ◽  
Corporate Social Performance ◽  
Social Issues ◽  
Social Performance ◽  
The Elderly ◽  
Employment Opportunities ◽  
Content Type ◽  
Japanese Elderly ◽  
Elderly Consumers ◽  
Corporate Social

Purpose This paper aims to examine the Japanese elderly consumer sensitivity to corporate social performance (CSP) and how this sensitivity influences their everyday consumption. Design/methodology/approach The authors used a mixed method research approach, which was organised into two sequential stages: a survey (N = 199) and two focus group investigations (N = 16). Findings The study found that married, aged and high-income-earning consumers who have a higher media exposure to CSP information show high sensitivity towards CSP. The focus groups revealed that the elderly consumers have a myopic view of CSP which is subjected to context-specific factors relating to CSP of Japanese firms. Showing a high level of tolerance towards the firms with adverse CSP records, the elderly consumers tend to make their consumption decisions based on personal benefits, as opposed to CSP records of the firms. The focus groups’ findings are organised into four thematic categories. Practical implications The study highlights the predictability of consumer sensitivity to CSP using demographic factors. The practitioners targeting elderly consumers using CSP programmes should design them with a focus on social issues, including gender equality, employment opportunities for the disabled and new employment opportunities, as they constitute CSP sensitivities among elderly consumers. Originality/value Studies on consumers’ perceptions towards CSP in Japan are scarce. Specifically, studies aimed at the elderly consumer segment of the Japanese society are limited. Therefore, this study endeavours to bridge this gap by exploring the Japanese elderly consumer sensitivity to CSP and its role in everyday consumption practices.

scholarly journals A Theoretical Framework on the Determinants of Food Purchasing Behavior of the Elderly: A Bibliometric Review with Scientific Mapping in Web of Science

Foods ◽  
2021 ◽  
Vol 10 (3) ◽  
pp. 688
Author(s):  
Khaled Alhammadi ◽  
Luna Santos-Roldán ◽  
Luis Javier Cabeza-Ramírez
Keyword(s):  
Elderly Population ◽  
Web Of Science ◽  
The Elderly ◽  
Purchasing Behavior ◽  
Food Purchasing ◽  
The Past ◽  
Bibliometric Review ◽  
Food Market ◽  
The Common ◽  
Elderly Consumers

The past few years have seen significant demographic changes in most regions, including an increased elderly population. Subsequently, elderly citizens comprise an important market segment of consumers, with the food industry one of the most affected areas in this context. However, food market managers previously believed that elderly consumers’ needs were stereotyped in nature. The lack of focus on this sector, therefore, left elderly consumers as an untapped market, without realizing the financial independence of this segment regarding their nutrition. This research will attempt to provide the key determinant factors on elderly consumers’ behavior related to food. For that purpose, a complete literature review of more than 123 papers regarding these concepts has been carried out. Once analyzed, we highlight the common insights to give clear guidance for supermarket managers and food manufacturers to have a better knowledge of the reasons behind elderly people’s food acquisitions.

Socio economic and psychological dimensions of migration-induced exclusion of the elderly in Kerala, India: an empirical analysis

2016 ◽  
Vol 12 (1) ◽  
pp. 51-65
Author(s):  
Damodaran Rajasenan ◽  
M. S. Jayakumar ◽  
Bijith George Abraham
Keyword(s):  
The Elderly ◽  
Policy Framework ◽  
Policy Makers ◽  
Content Type ◽  
Left Behind ◽  
Emerging Culture ◽  
Principal Factors ◽  
Working Groups ◽  
The Government ◽  
Role Of The Government

Purpose – The purpose of this paper is to link the multifarious problems of the elderly in a socio-economic and psychological framework. Design/methodology/approach – The universe of the sample is elderly left behind in emigrant households in Kerala. In total, 600 samples were mustered using multistage stratified random sampling method. The paper, with the aid of factor analysis, χ2 and correspondence analysis, blemish the principal factors responsible for the migration-induced exclusion of the elderly. Findings – The empirical result derived from the study shows that migration-induced exclusion is all pervasive in Kerala. The elderly left behind yearn for the presence of their children rather than the emigration and concomitant remittances. Research limitations/implications – The findings of the study are helpful to the policy makers to understand the issues faced by the elderly and include all stakeholders concerned to find a solution to tackle these problems faced by the elderly due to emigration of their children. Practical implications – The study is practically relevant in developing appropriate policy framework in Kerala as it illumines the role of the government to overcome the exclusionary trend and other manifold problems of the elderly. Social implications – The study sheds light to a new social problem developing in the state in the form of elderly exclusion owing to emigration of the young working groups in regional dimensions, demographic levels, community angles and the emerging culture of old age home in the Kerala economy and society. Originality/value – The study is a unique one and tries to situate the principal factors responsible for the emigration-induced exclusion of the elderly in Kerala with empirical evidence.

A clash with volunteer tourists? An extreme case study in Guatemala

2015 ◽  
Vol 7 (2) ◽  
pp. 189-200 ◽  
Author(s):  
Ferdi R.M. Klaver
Keyword(s):  
Extreme Case ◽  
Host Community ◽  
Cultural Dimension ◽  
Content Type ◽  
Governmental Organization ◽  
Volunteer Organization ◽  
Staff Members ◽  
New Concepts ◽  
Volunteer Organizations

Purpose – The purpose of this paper is to examine value change and changed consciousness with reference to three projects operated by a Guatemalan volunteer organization. Design/methodology/approach – An extreme case field study design is used. It was extreme in terms of Hofstede’s cultural dimension individualism versus collectivism. Semi-structural interviews were held with 28 staff members in local projects, 43 volunteer tourists and the Guatemalan Country Manager. Two tests to measure cultural psychological concepts were held with 151 children (M = 12.26, SD = 2.96) and the volunteer tourists (M = 25.54 years old, SD = 13.07 years). Finally, an ethnographical analysis was made through volunteering at each of the three projects for one month. Findings – All but two volunteer tourists had positive volunteer experiences. The culture clash did not influence the positive experience of each other, but neither did value exchange occur. Research limitations/implications – It is crucial for volunteer tourists to address the needs of the host community, for the volunteer organization to offer projects wherein people really are in need and for researchers, media and non-governmental organization watchers to generate more transparency at the volunteer organizations. Originality/value – This paper focuses on all stakeholders in relation to the volunteering experience. More specifically, it focuses on the cultural differences of stakeholders to examine the relative influence on volunteering. Furthermore, this paper introduces new concepts like the hidden fact and awareness change.

Toward sustainable supply chain orientation (SSCO): mapping managerial perspectives

2015 ◽  
Vol 45 (6) ◽  
pp. 536-564 ◽  
Author(s):  
Paola Signori ◽  
Daniel John Flint ◽  
Susan Golicic
Keyword(s):  
Supply Chain ◽  
Wine Industry ◽  
Inductive Method ◽  
Future Research ◽  
Sustainable Supply Chain ◽  
Content Type ◽  
Chain Orientation ◽  
Business Executive ◽  
Individual Level ◽  
Supply Chain Orientation

Purpose – The purpose this paper is to profile individual-level perspectives on sustainability and supply chain partnering, introduces the concept of sustainable supply chain orientation (SSCO), and suggests pathways between executive profiles toward SSCO. Design/methodology/approach – The research relies on inductive, theory-building grounded theory and phenomenological data collection and interpretations in the wine industry. In-depth interviews were conducted over five years with 112 senior managers from 88 organizations in the global wine industry representing nine wine regions in four countries. Findings – Ten profiles were developed depicting executives’ perspectives on embracing sustainability, the extent to which motivations for various forms of sustainability and partnering compete, and being self-or supply chain partner focussed. A SSCO depicts a leader who embraces sustainability, sees alignment in motivations and is supply chain partner focussed. Research limitations/implications – The paper contributes to the sustainable supply chain management and general business orientation discourses by introducing the concept of SSCO and profiling executives’ perspectives that may help to define pathways toward SSCO. It may be limited by its inductive method and the industry context. Limitations suggest future research in discovering additional profiles and pathways as well as validating them. Practical implications – Findings reveal the importance of understanding what sustainability means to business executives of firms in hyper-competitive markets with global supply chains. Managers will recognize that there are many possible routes toward SSCO, each one revealing potentially unique differentiation opportunities while also providing clues to competitors’ strategies. Originality/value – This work introduces the concept of SSCO and contributes a classification scheme consisting of detailed business executive profile descriptions and specific pathways toward SSCO followed by those executives.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

University social responsibility and empathy in organizations during COVID-19 pandemic in Brazil

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mariane Lemos Lourenço ◽  
Mara Rosalia Ribeiro Silva ◽  
Rafael Santana Galvão Oliveira
Keyword(s):  
Social Responsibility ◽  
Secondary Data ◽  
The Elderly ◽  
Online Classes ◽  
Case Study Methodology ◽  
Content Type ◽  
Study Methodology ◽  
Psychological Assistance ◽  
The Relationship

Purpose The purpose of this paper is to analyze the relationship between empathy and social responsibility (SR) practices in a university organization in Brazil during the COVID-19 pandemic in 2020. Design/methodology/approach The research was qualitative, using case study methodology. The case study was about the Brazilian organization Ânima Educação, which is the greatest among the five largest publicly traded education companies in Brazil. Secondary data collection and content analysis was carried out. Findings As emotional response toward the problems caused by the pandemic, the company's leadership adopted an empathic behavior, allowing traces of its empathic culture to emerge. Empathy was expressed through the implementation of SR practices aimed at workers (policy of not firing in the first two months of the pandemic), at students (provision of technological apparatus, online classes, physical/psychological assistance and negotiation of late fees) and at the society (assistance to the elderly). Originality/value It was concluded that empathy can be taken as the emotional motivator for companies to engage in SR practices, especially in extreme circumstances in society, as the economic and health challenges that the world is experiencing with the COVID-19 pandemic nowadays. SR practices, in turn, can foster even more empathy in organizations, mobilizing leaders and their respective groups in the creation and implementation of new practices, thus demonstrating that the relationship between empathy and SR practices is a “two-way street.”

Mexico domestic violence moves will prove insufficient

2021 ◽  
Keyword(s):  
Domestic Violence ◽  
Corporal Punishment ◽  
The Elderly ◽  
Access To Justice ◽  
Content Type ◽  
Family Issues ◽  
Legislative Amendments ◽  
Family Aggression ◽  
Intra Family

Significance The announcement followed the approval of several legislative amendments earlier last month, relating to family issues such as corporal punishment and neglect of the elderly. The moves come amid concerns over increased domestic violence during COVID-19 restrictions. Impacts Failure to curb intra-family aggression will perpetuate the normalisation of violence more broadly, fostering other crime. Feminicide levels could rise, amid the government’s limited recognition of the need to protect vulnerable women during the pandemic. The suspension of activities in the judiciary due to the pandemic will continue to leave minors unprotected with no access to justice.

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