Differences in importance and relevance ratings among older consumers
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This study focuses on the measurement of relevance and importance as related to issues pertaining to older consumers. The general practice has been to ask these individuals how important they perceive an issue to be as opposed to how personally relevant the issues are to them. The current study hypothesizes that the two measures are different and what marketers really want and need to know is how personally relevant this group views issues relating to the services they use. The results support this and indicate that although individuals may feel the issues are of general importance to this age group, they find them less personally relevant. The implications for marketers are discussed.