The Power of the Baby Boomer Demographic as Influential Consumers with Changing Needs and Lifestyles

2019 ◽  
Vol 10 (10) ◽  
pp. 954-958
Author(s):  
Shawn Green ◽  
Keyword(s):  
Baby Boomers ◽  
Baby Boomer ◽  
Target Market ◽  
Societal Challenges ◽  
The Impact

This paper examines the impact of Baby Boomers as a consumer target market with discretionary resources and substantial purchase experience. Also considered are promotional and digital approaches to effectively reaching Baby Boomers. Lastly, addressed are some societal challenges as Baby Boomers continue to age.

scholarly journals Does the target market affect bank performance? Evidence from the geographic diversification of city commercial banks in China

2021 ◽  
Vol 15 (1) ◽  
Author(s):  
Xiaonan Li ◽  
Chang Song
Keyword(s):  
Commercial Banks ◽  
Banking Sector ◽  
Capital Adequacy ◽  
Bank Performance ◽  
Chinese Government ◽  
Target Market ◽  
Geographic Diversification ◽  
Cross Sectional ◽  
The Impact ◽  
Geographical Diversification

AbstractAfter the opening up of the banking sector to domestic and foreign capitals which is approved by the Chinese government, the China Banking Regulatory Commission (CBRC) has permitted city commercial banks to diversify geographically. Since this deregulation in 2006, city commercial banks began to geographically diversify to occupy the market and acquire more financial resources. To examine the causal relationship between geographical diversification and bank performance, we construct an exogenous geographical diversification instrument using the gravity-deregulation model and a policy shock. We find that bank geographical diversification negatively affects bank performance. Moreover, we conduct some mechanism tests in the Chinese context. We find that the target market with several large- and medium-sized banks and a high level of local protectionism in the target market decreases the performance of city commercial banks. Finally, cross-sectional analyses show that the impact of geographical diversification on banks’ performance is more notable among city commercial banks that are younger, and have a lower capital adequacy ratio and a higher non-performing loan ratio.

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

scholarly journals The Role of Internet and SEO in Branding Destinations: Case of Albania as a New Destination in Balkans

2017 ◽  
Vol 6 (1) ◽  
pp. 45-52
Author(s):  
Ermelinda Kordha Tolica ◽  
Klodiana Gorica ◽  
Vjollca Hysi Panajoti ◽  
Elenica Pjero
Keyword(s):  
Information And Communication Technologies ◽  
Web Sites ◽  
New Technologies ◽  
Positive Impact ◽  
Target Market ◽  
Tourist Destination ◽  
Destination Branding ◽  
New Destination ◽  
The Impact

Abstract The Development of Information and Communication Technologies (ICTs) has recently been changing almost every aspect of society and economy. Within the new technologies, Internet with has impacted the interactivity between people and the variety of products and brands. When the discussion is not simply about a common product/service, but about a tourist destination, the concepts of marketing and ICTs are even more intertwined. An important aspect of tourist destination marketing is its branding. Destination Branding concept is very important because it make possible for a destination to differentiate from competitors through an unique name and identification in the perception that the target market will have. The aim of this paper is to investigate the impact that Internet has in destination branding, especially for relatively new destinations. The role of Internet is present through a variety of tools, such as web-sites, e-mail, social networks, blogging etc. We will bring the Albanian Case as a new destination to illustrate how the use of Internet and its related tools has helped in constructing a good brand image. Nowadays people find themselves firstly searching for information online about the destinations they want to visit, through Internet and the various platforms, so they are becoming very important as means for branding a destination. Many Internet elements can make a difference in branding if included as needed in the e-marketing strategy of companies that are making the important work about destination branding. The most important elements that have a positive impact in Albania, are content and keywords of Websites and a good level of sharing with social media. While there is much more to do with forms such as blogging, very important tools in SEO and the use of the right elements to raise brand awareness and differentiation.

scholarly journals Marketing management in the activity of agricultural enterprises

2020 ◽  
Vol 11 (1) ◽  
pp. 5-15
Author(s):  
Т. I. Balanovska ◽  
◽  
V. V. Voskolupov ◽  
Keyword(s):  
Agricultural Sector ◽  
Management Program ◽  
Management Control ◽  
Marketing Management ◽  
Target Market ◽  
Successful Operation ◽  
Management Tools ◽  
Agricultural Enterprises ◽  
Agricultural Enterprise ◽  
The Impact

The article studies the role of marketing management in the activity of agricultural enterprises. The agricultural sector is one of the key sectors of the Ukrainian economy, the core component of which is agricultural production. The findings of the article show the fact that a significant number of agricultural enterprises are unprofitable, with their share in the total number of enterprises accounting for 13.3%. Their performance largely depends on the impact of the extremely complex, dynamic and uncertain environment. The article suggests that only the businesses possessing the ability of adequate adjustment to the environment with taking precautions against negative effects timely and using opportunities the fullest ensure their competitiveness and profitability of their activity in the long run. The article determines marketing management tools to be relevant for ensuring successful operation of agricultural enterprises under modern conditions, for there is a need to find new approaches to managing enterprise activities. The article reveals the essence of marketing management; offers the interpretations of the concepts of "marketing management" and "management of marketing" given by the Ukrainian scientists and foreign researchers; and studies the difference between them. The article suggests that marketing management is a broader concept than management of marketing due to the fact that it is management of all general and individual functions of enterprise, as well as all divisions of enterprise on the basis of marketing. Marketing management considers marketing and management inseparably - they also mutually penetrate and complement each other. The main goal of marketing management is to increase profitability of enterprise by achieving maximum customer satisfaction. Based on the generalization of different views of scientists, the main stages of a marketing management process at agricultural enterprise are identified and characterized, including analysis of internal and external environment, selection of target market segments, marketing strategy formation, marketing complex development, organizational structure construction, marketing management program formation and marketing management control and analysis. The process of marketing management at agricultural enterprise contains a number of specific procedures aimed at research and formation of the demand of target consumers and comprehensive satisfaction of their needs. The findings of the research prove that the use of marketing management tools will help ensure the market orientation of agricultural enterprise, which provides a focus on success, timely adaptation to the environment, gaining a leading position in the market, providing competitive advantage.

scholarly journals Analysis on the Impact of the Ideology Differences on Films — Take The Captain and Sullyas Examples

2021 ◽  
pp. 127-132
Author(s):  
Weiyi Li ◽  
Keyword(s):  
United States ◽  
The United States ◽  
Cultural Background ◽  
Target Market ◽  
Cultural Backgrounds ◽  
Market Positioning ◽  
Social Ideology ◽  
The World ◽  
Similar Theme ◽  
The Impact

China and the United States share significant differences in social ideology and cultural backgrounds, resulting in many differences in narrative, humanistic expression, communication and target market positioning of films with the similar theme. This essay takes The Captain and Sully as examples. Through analysis and summary, the writer finds that the differences in social ideology and cultural background have an impact on the narrative tactic, target market, the production, and the circulation strategy of films. For example, at the narrative theme level, The Captain is country-centered, while Sully pays more attention to the inner changes of the characters. In terms of production, The Captain pays more attention to the excitement brought to the audience watching the movie, while Sully pays more attention to the movie story itself. In the choice of target market, the target market of The Captain is positioned in China, while Sully positioned in the world. The distinctive choices of plot and theme of the two films reflect the differences in cultures and ideologies of the two countries. The purpose of this essay is to provide film workers with new creative ideas through analysis, and to lead readers to think.

scholarly journals The impact of credibility of influencers recommendations on social media on consumers behavior towards brands

2021 ◽  
Vol 54 (3-4) ◽  
pp. 181-196
Author(s):  
Piotr Kwiatek ◽  
Radoslav Baltezarević ◽  
Stavros Papakonstantinidis
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Virtual Environment ◽  
Word Of Mouth ◽  
Consumer Attitudes ◽  
Time Frame ◽  
Target Market ◽  
Online Environment ◽  
Purchasing Decisions ◽  
The Impact

Companies are becoming increasingly aware of the importance and opportunities provided by social media in order to communicate faster and more efficiently with their consumers. In order to convey the message about the value of their brands to their target market, organizations hire influential people who are considered to be the creators of public opinion in a virtual environment. Nowadays, social media are crowded with micro and macro influencers, or at least those who present themselves as such. Their main job is to represent and recommend brands to other users (their followers) and thus influence consumer attitudes about brands and possibly strengthen their purchasing decisions. Very often, influencers on social media are hired by companies to promote their brands for a fee. In order to have more control over their communication activities, companies provide them, in advance, with the content they want to be conveyed to consumers, but also the time frame when the message should be launched. In this way, organizations try to reduce the risk of turning electronic word-of-mouth (EWOM) communication into a negative one. In order for consumers to trust the recommendations of influencers on social media, these people need to have significant expertise in a certain area, charisma and respect from other users, so that their credibility affects the value of content and recommendations they place in the online environment. The aim of this paper is to present the attitudes of respondents who use social media websites about the impact of the credibility of influencers' recommendations on social media, and their opinion on whether and in what way their credibility influences consumer attitudes towards brands.

scholarly journals Baby Boomers Who Provide Informal Care for People Living with Dementia in the Community

2021 ◽  
Vol 18 (18) ◽  
pp. 9694
Author(s):  
Christina E. Miyawaki ◽  
Erin D. Bouldin ◽  
Christopher A. Taylor ◽  
Lisa C. McGuire
Keyword(s):  
Mental Health ◽  
Baby Boomers ◽  
Baby Boomer ◽  
Well Being ◽  
The United States ◽  
Health Condition ◽  
Behavioral Risk ◽  
Physical And Mental Health ◽  
Chi Square ◽  
Weighted Estimates

One in four Baby Boomers fills the informal caregiver role in the United States. The objectives of this study were to estimate the prevalence of Baby Boomers who are informal caregivers for people living with dementia and compare their physical and mental health status to caregivers for persons with conditions other than dementia using 2015–2018 Behavioral Risk Factor Surveillance System data (N = 10,602). We identified caregiving status (assisting a family member/friend with a long-term illness or disability in the past month, managing personal care, and not caring for a child/grandchild) and whether the care recipient’s major health condition was dementia. We calculated weighted estimates and used chi-square tests and log-binomial regression for comparisons of selected characteristics. Among Baby Boomer caregivers, 15.4% were caring for someone with dementia. Dementia caregivers were more likely to be female, caring for a parent/parent-in-law, and providing care longer than caregivers for persons without dementia. After adjusting for sociodemographic and caregiving characteristics, the prevalence of fair/poor health, frequent mental distress, and chronic conditions were similar across types of caregivers. Although no differences in caregiver’s physical and mental health by care recipient’s dementia status were found, we should underscore the importance of maintaining Baby Boomer caregivers’ health and well-being.

scholarly journals The impact of product presentation on decision-making and purchasing

2019 ◽  
Vol 22 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Visual Information ◽  
Age Groups ◽  
Target Market ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Product Presentation ◽  
The Impact

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

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