Self-Image of Elderly and Non-Elderly Consumers: Implications for Marketing Managers

  • Orhan Erdem
  • A. Ben Oumlil
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Data were collected on actual and ideal self-image of elderly and non-elderly consumers. The objective was to investigate the differences between the actual and ideal self-images of elderly and non-elderly consumers. The results indicated that there were indeed significant differences. Recommendations were offered to marketers regarding their product positioning and promotion strategies in targeting to the elderly consumers.

Keywords

Consumer Behavior Promotion Strategy Product Position Semantic Differential Scale Elderly Consumer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Orhan Erdem
    • 1
  • A. Ben Oumlil
    • 2
  1. 1.Eastern Kentucky UniversityAkronUSA
  2. 2.University of DaytonAkronUSA

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