This dissertation deals with the decision-to-move process of elderly persons—from a marketer's perspective. The central problem addressed is the lack of empirical knowledge concerning the factors and influences associated with the information search process of elderly persons in making a residential move decision. The purpose was to investigate and understand the key factors and influences which are viewed as important by elderly individuals in their search for and use of information.

Although digital marketing and social media advertising for the past decades has become an integral factor for commercial companies in order to succeed, the group of older consumers seems to have been overlooked. The purpose of this study was to explore and increase the understanding about how Facebook advertising better can be utilized for older consumers [55+] in order to provide professionals with insights about how to better capture this opportunity. With the aim of identifying and examining the factors having an effect on older consumers’ attitudes towards Facebook advertising a conceptual framework with the foundation of Ducoff’s advertising value model was created. The factors anticipated to have an effect on older consumers attitudes towards Facebook advertising were informativeness, entertainment, irritation, credibility, emotional appeal, and perceived ad relevance. A quantitative method was used where empirical data was collected by a questionnaire and tested with a regression analysis. The analysis revealed informativeness, entertainment, perceived ad relevance and irritation as having a significant effect on older consumers’ attitudes toward Facebook advertising, whereas entertainment and perceived ad relevance was determined as having the most impact. These results indicated that when targeting older consumers’, the focus should be on entertaining content perceived informative and relevant by the receiver which expands both the theoretical and managerial knowledge about advertising for older consumers.

Thesis (MBA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: The mature market is increasing, and has been identified as the fastest growing demographic segment globally. Throughout the world, and even more so in the developing countries, the decline in fertility rates and in the increasing life expectancy rates, means that the proportion of people aged 60 years or older will reach two billion by 2050. In South Africa, one in ten people will be over 65 years old by 2025.The result of the growing ageing population has both social and economic implications and effects businesses, communities, families and individuals: everyone is affected. This market has, however, been neglected by marketers for years, and their needs are therefore increasingly unmet. They are stereotyped as isolated and grumpy, and are generally under-researched, yet they have increasing wealth and are willing to pay premiums. Some research into this market has been conducted in Japan, Europe and the United Kingdom, but no study of this nature in South Africa currently exists. This study seeks to identify the relevance of this market in the Western Cape, South Africa by studying their motivations behind brand choice. The six fast moving consumer goods categories, which were studied are: dishwashing liquid; laundry powder; bar soap; toothpaste; instant coffee and tea. These items were chosen specifically to be gender-neutral and relevant to the South African market. The study was conducted through face-to-face, shopper intercept, survey questionnaires, which consisted of a five-point Likert Scale and categorical questions. The total sample size was 184 respondents, and represents the ethnic composition of the Western Cape. The results of this study reveal that the ageing population purchase household items, such as dishwashing liquid and laundry powder according to quality and product performance. Furthermore, they purchase personal care items such as soap and toothpaste according to brand loyalty or preference, and not price. Lastly, beverages are bought on brand loyalty and quality. Therefore, price is not the main motivation criteria for the ageing consumer for these specific items. Furthermore, the mature market seldom displays interest in promotion, packaging or availability of items. The secondary results delve into the findings per age group and demographic group. A secondary finding of importance is that the older mature consumer, 80-plus, purchase primarily on price, and seldom on brand loyalty, thus the younger mature market tend to display higher brand loyalty purchasing behaviour. Finally, the African ageing consumer cite price more often as a motivational factor, than other ethnic groups, with the exception of coffee purchasing in which the White demographic is more price conscious. This study concludes with recommendations for organisations going forward to capture the mature markets as well as possible future research into the ageing demographic group. / AFRIKAANSE OPSOMMING: Die volwasse mark is voortdurend aan die toeneem en word geidentifiseer as die vinnigste groeiende demografiese segment globaal. Wêreldwyd, veral in ontwikkelende lande is daar 'n afname in aanwas en 'n toename in lewensvewagting. Dit het tot die gevolg dat die aantal mense 60 jaar en ouer, teen die jaar 2050 'n getal van twee biljoen sal bereik. In Suid Afrika sal een uit elke tien mense teen die jaar 2025 ouer as 65 jaar wees. Hierdie groeiende ouer populasie het beide sosiale en ekonomiese implikasies en affekteer besighede, gemeenskappe, gesinne en individue; dus word almal daardeur geraak. Ten spyte van die feite word hierdie mark egter al jare deur bemarkers afgeskeep en hulle markbehoeftes bly toenemend onvervuld. Hierdie groep word gestereotipeer as afgesonderd en nors en ten spyte van die feit dat die groep 'n toenemende aanwas toon en gewillig is om premies te betaal, word daar oor die algemeen min navorsing oor hulle gedoen. Daar is wel studies oor die ouderdomsgroep in Japan, Europa en die Verenigde Koninkryk beskikbaar, maar daar is huidiglik geen navorsing van die aard beskikbaar in Suid-Afrika nie. Hierdie studie het ten doel om die relevansie van hierdie mark in die Weskaap te identifiseer deur vas te stel wat die groep motiveer in terme van handelsnaam keuse. Die studie fokus op die volgende ses vinnig bewegende verbruikersgoedere: skottegoedwaspeep, stafie seep, tandepaste en kitskoffie-en tee. Hierdie items is spesifiek gekies omrede hulle nie geslagsspesifiek is nie en omrede die produkte relevant is tot die Suid-Afrikaanse mark. Die studie is geloods deur klante in die winkel te nader en dan persoonlike onderhoude te voer waartydens 'n vraelys, wat uit 'n vyf-punt Likert-skaal en kategoriese vrae bestaan, te voltooi. Die proefstukgrootte bestaan uit 184 respondente en het die totale etniese samestelling van die Weskaap ingesluit. Die resultaat van die studie het onthul dat die ouer bevolking huishoudelike items soos opwasmiddel en waspoeier aankoop vir kwaliteit en doeltreffendheid van die produk. Produkte vir persoonlike versorging, soos seep en tandepasta word aangekoop na gelang van handelsnaam en nie prys nie. By die aankope van tee en kitskoffie, blyk handelsnaam-lojaliteit en kwaliteit die belangrikste oorwegings te wees. Prys blyk dus nie die hoof motiveringskriteria vir die ouer verbruiker van hierdie spesifieke items te wees nie. Verder demonstreer die ouer mark selde 'n belangstelling in promosies, verpakking of die beskikbaarheid van items. Die sekondêre resultate fokus op bevindinge per ouderdom en demografiese groepering. 'n Sekondêre bevinding van belang is dat die ouer volwasse verbuiker, 80 plus, primêr aankope doen gebasseer op prys en selde op handelsnaam lojalitiet. Die jonger volwasse mark neig egter om 'n hoër handelsnaam lojaliteit te toon in hul aankope. Laastens dui die studie daarop dat vir die ouer Swart verbruiker, prys meer dikwels 'n motiverende factor is, as vir enige ander etniese groep. Die uitsondering is koffie-aankope, waar Blanke verbruikers meer prysbewus is. Die studie sluit af met aanbevelings vir organisasies om die ouer mark so goed as moontlik in die toekoms te begryp asook moontlike toekomstige studies in terme van die ouer volwasse demografiese groep.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-11-07T11:43:11Z No. of bitstreams: 1 Ana Gabriela Sturzenegger Michelin.pdf: 1453907 bytes, checksum: b7d6c8f2a4adb3d81e0cb86fcbab469f (MD5) / Made available in DSpace on 2017-11-07T11:43:11Z (GMT). No. of bitstreams: 1 Ana Gabriela Sturzenegger Michelin.pdf: 1453907 bytes, checksum: b7d6c8f2a4adb3d81e0cb86fcbab469f (MD5) Previous issue date: 2017-10-26 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The aging population is growing, living longer, having new habits and attitudes, in addition to new wishes and needs, and significantly contributing to the country's national income and, as a result, becomes appealing to the consumer market. Businesses in Brazil hardly carry out projects in this segment, with almost nonexistent information-gathering and market research. Given this scenario, the main objective of this work was to learn about the State of the Art on the consumer market and seniors in Brazil, from 2006 to 2016, in order to verify what kind of academic knowledge we have, as well as the gaps and opportunities on this topic. For methodology, we opted for State-of-the-Art research of a bibliographic and exploratory nature, with content analysis. We analyzed 98 academic papers containing words related to the consumer market (service, product, consumption, marketing and market) and to the elderly (senior, aging, old and elderly). The outcome was: 1) high female participation (71 out of the 98 papers), especially regarding topics that deal with the understanding of the elderly consumer, the construction and reproduction of the elderly’s image, besides the care required at this stage. Lower male participation (27 out of the 98 papers) mainly related to topics that address practical solutions for improvements and adaptations to aging-related issues; 2) geographical mapping of study concentration on the subject, such as SP (40 papers), RS (15 papers), RJ (11 papers) and SC (7 papers); 3) presentation of 9 topics on the study’s papers, as follows: increased demand, services, new technologies, product development, product usage, advertising, media, rights, and Retail/ POS; and 5) indication of trends related to data that show us a growing interest in the subject, whether in the number of papers, in the diversity of geographic areas and educational institutions, and in the topics of the papers. The conclusion is that knowledge about the growing aging population, its reasons and consequences are already quite widespread in the academic field, with many possibilities and need for studies that deepen the knowledge on the elderly consumer, as well as current demands and new solutions for products and services that best meet their needs. The duality of the speech that reinforces stereotypes of the dependent, fragile elderly, or of the active, young elderly responds to a market framework on this segment’s power of consumption, but does not cater to the multiplicity of elderly consumers, making room for new discussions and possibilities of being old. Finally, it is also possible for businesses to consider this segment of individuals over 60 years old in their plans and projects, starting by including them in the market research studies they conduct / A população idosa aumenta, tem uma vida mais longa, com novos hábitos e atitudes, além de novos desejos e necessidades, apresenta também participação importante na renda do país e, com isso, passa a ser atrativa ao mercado de consumo. As empresas no Brasil realizam projetos sobre esse segmento de forma tímida, com um levantamento de informações e pesquisas de mercado quase inexistente. Diante desse cenário, o objetivo principal desse trabalho foi conhecer o Estado da Arte sobre o mercado de consumo e a terceira idade no Brasil, de 2006 a 2016, para verificar o que temos de conhecimento acadêmico constituído até então, bem como as lacunas e possibilidades sobre esse tema. Como metodologia, optamos pela pesquisa do Estado da Arte, de caráter bibliográfico e exploratório, com análise de conteúdo. Nosso universo foi de 89 trabalhos acadêmicos que continham palavras relativas ao mercado de consumo (serviço, produto, consumo, marketing e mercado) e à terceira idade (idoso, envelhecimento, velho, velhice e terceira idade). Como resultados, temos: 1) uma grande participação feminina dos trabalhos (71 dentre os 98), principalmente sobre os temas que tratam do entendimento do consumidor idoso, a construção e reprodução da imagem do idoso, além dos cuidados exigidos nessa fase. A menor participação masculina (27 dentre os 98) está principalmente nos temas das soluções práticas em busca de melhorias e adaptações para as questões advindas do envelhecimento; 2) mapeamento de polos geográficos de concentração de estudos sobre o tema como SP (40 trabalhos), RS (15 trabalhos), RJ (11 trabalhos) e SC (7 trabalhos) ; 3) apresentação de 9 temas sobre os trabalhos do estudo que são: aumento da demanda, serviços, novas tecnologias, desenvolvimento de produtos, uso de produtos, propagandas, mídias, direitos e Varejo/PDV e 5) indicação das tendências sobre os dados que nos mostram crescimento do interesse sobre o tema, seja em número de trabalhos, em diversidade de áreas geográficas e instituições de ensino e de temas abordados nos trabalhos. A conclusão é que o conhecimento sobre o aumento da população idosa, suas razões e consequências já está bastante difundido no campo acadêmico, com muitas possibilidades e necessidade de estudos que aprofundem o conhecimento sobre o consumidor idoso, bem como as atuais demandas e novas soluções de produtos e serviços que o melhor atenda. A dualidade do discurso que reforça os estereótipos do idoso dependente e frágil ou do idoso ativo e jovem, responde a um enquadramento do mercado sobre o poder de consumo desse segmento, porém não atende à multiplicidade dos idosos consumidores, abrindo espaço para novos discursos e possibilidades do ser velho. Por fim, há possibilidade também de as empresas passarem a considerar esse segmento dos indivíduos com mais de 60 anos em seus planos e projetos, começando por incluí-los nos estudos de pesquisa de mercado que realizam

Thesis (D.P.H.)--University of Michigan.

Dissertation (D.P.H.)--University of Michigan.

Dissertation (D.P.H.)--University of Michigan.

Purpose: The purpose of this thesis is two folded: firstly to do a content analysis on how consumers older than 55 years (Zoomers) are portrayed in advertisements in the largest Swedish magazines, and secondly, to uncover what perceptions of this portrayal that older and younger consumers have. Background: The population of the world is growing older, and thus older consumers (+55) are a large and rapidly growing group of the population which also are strong in purchasing power. Research indicates that older consumers are neglected in advertisement, which might be due to a low participation rate of older models in adverts. Some researchers indicate that this is due to a fear among advertisers to use older models in advertisement since it could alienate younger consumers from purchasing the products. Previous research is ambiguous concerning the effectiveness of using older models in adverts. Therefore, this thesis will examine how Zoomers are portrayed in adverts and what perceptions older and younger consumers have on this portrayal. Method: The purpose of this thesis was fulfilled by conducting a magazine content analysis of adverts, and by conducting focus groups with Zoomers respectively consumers aged 20-30 years. To analyze the results, theories with a base in psychology and advertising was used, e.g. the cognitive age theory, the key concept theory and the self-discrepancy theory. Conclusion: Zoomers are included in 14 percent of Swedish adverts and are portrayed in a positive manner, which is a portrayal both older and younger consumers are content with. Zoomers want to be included more frequently and indications are discovered that younger consumers might be positive to an increased use of older models in adverts when trust is essential. / Syfte: Syftet med den här uppsatsen är tudelat; för det fösta, att göra en innehållsanalys på hur konsumenter äldre än 55 år (Zoomers) framställs i reklam i de största svenska veckotidningarna. Och för det andra, att undersöka vilka åsikter äldre och yngre konsumenter har om hur Zoomers framställs i reklam. Bakgrund: Världens befolkning blir allt äldre och äldre konsumenter (+55) är en stor och snabbt växande grupp i samhället, som även besitter stor köpkraft. Forskning visar att äldre konsumenter försummas i reklam, något som kan bero på att äldre modeller sällan används i reklamannonser. Vissa forskare menar att detta beror på att reklammakarna är skeptiska till användandet av äldre modeller, på grund av en rädsla att yngre konsumenter ska sluta köpa produkterna. Befintlig forskning är tvetydig gällande effektiviteten att använda äldre modeller i reklamannonser. Därför undersöker den här uppsatsen hur Zoomers framställs i reklam och vilka åsikter yngre och äldre konsumenter har om detta. Metod: För att uppfylla uppsatsens syfte så gjordes en innehållsanalys på tryckt tidningsreklam, samt fokusgrupper med Zoomers och konsumenter i ålder 20-30 år. För att analysera resultaten användes teorier med sin bas inom psykologi, bland andra; the cognitive age theory, the key concept theory and the self-discrepancy theory. Slutsats: Zoomers är inkluderade i 14 procent av tryckta annonser och är positivt framställda, vilket både äldre och yngre konsumenter var nöjda med. Zoomers vill synas mer i reklam och indikationer upptäcktes angående att yngre konsumenter kan ställa sig positiva till en ökad användning  av äldre modeller i reklam där trovärdighet är viktigt.

<p><strong>Purpose: </strong>The purpose of this thesis is two folded: firstly to do a content analysis on how consumers older than 55 years (Zoomers) are portrayed in advertisements in the largest Swedish magazines, and secondly, to uncover what perceptions of this portrayal that older and younger consumers have.<strong> </strong></p><p><strong>Background:</strong> The population of the world is growing older, and thus older consumers (+55) are a large and rapidly growing group of the population which also are strong in purchasing power. Research indicates that older consumers are neglected in advertisement, which might be due to a low participation rate of older models in adverts. Some researchers indicate that this is due to a fear among advertisers to use older models in advertisement since it could alienate younger consumers from purchasing the products. Previous research is ambiguous concerning the effectiveness of using older models in adverts. Therefore, this thesis will examine how Zoomers are portrayed in adverts and what perceptions older and younger consumers have on this portrayal.</p><p><strong> </strong></p><p><strong>Method: </strong>The purpose of this thesis was fulfilled by conducting a magazine content analysis of adverts, and by conducting focus groups with Zoomers respectively consumers aged 20-30 years. To analyze the results, theories with a base in psychology and advertising was used, e.g. the cognitive age theory, the key concept theory and the self-discrepancy theory.</p><p><strong>Conclusion:</strong> Zoomers are included in 14 percent of Swedish adverts and are portrayed in a positive manner, which is a portrayal both older and younger consumers are content with. Zoomers want to be included more frequently and indications are discovered that younger consumers might be positive to an increased use of older models in adverts when trust is essential.</p> / <p><strong>Syfte: </strong>Syftet med den här uppsatsen är tudelat; för det fösta, att göra en innehållsanalys på hur konsumenter äldre än 55 år (Zoomers) framställs i reklam i de största svenska veckotidningarna. Och för det andra, att undersöka vilka åsikter äldre och yngre konsumenter har om hur Zoomers framställs i reklam.</p><p><strong>Bakgrund:</strong> Världens befolkning blir allt äldre och äldre konsumenter (+55) är en stor och snabbt växande grupp i samhället, som även besitter stor köpkraft. Forskning visar att äldre konsumenter försummas i reklam, något som kan bero på att äldre modeller sällan används i reklamannonser. Vissa forskare menar att detta beror på att reklammakarna är skeptiska till användandet av äldre modeller, på grund av en rädsla att yngre konsumenter ska sluta köpa produkterna. Befintlig forskning är tvetydig gällande effektiviteten att använda äldre modeller i reklamannonser. Därför undersöker den här uppsatsen hur Zoomers framställs i reklam och vilka åsikter yngre och äldre konsumenter har om detta.</p><p><strong> </strong></p><p><strong>Metod: </strong>För att uppfylla uppsatsens syfte så gjordes en innehållsanalys på tryckt tidningsreklam, samt fokusgrupper med Zoomers och konsumenter i ålder 20-30 år. För att analysera resultaten användes teorier med sin bas inom psykologi, bland andra; the cognitive age theory, the key concept theory and the self-discrepancy theory.<strong> </strong></p><p><strong>Slutsats:</strong> Zoomers är inkluderade i 14 procent av tryckta annonser och är positivt framställda, vilket både äldre och yngre konsumenter var nöjda med. Zoomers vill synas mer i reklam och indikationer upptäcktes angående att yngre konsumenter kan ställa sig positiva till en ökad användning  av äldre modeller i reklam där trovärdighet är viktigt.</p>