Title

Differences in importance and relevance ratings among older consumers

Document Type

Conference Proceeding

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

4547

Comments

Mizerski, K., & Pettigrew, S. (2006). Differences in importance and relevance ratings among older consumers. In Advancing Theory. Maintaining Relevance: Australian & New Zealand Marketing Academy (ANZMAC) Conference. Brisbane, Australia.

Abstract

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.

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