CARF UPDATE: FEBRUARY 2009

The following articles are now available for online reading. A CARF member password is required to view the full articles.

Understanding older shoppers: a phenomenological investigation
This research aims to explore the shopping behaviour and needs and wants of the over-55 market. Retail spaces have been most concerned with targeting the young, but the growing importance of the older segment now dictates that retail environments must increasingly communicate with older shoppers. Key findings include the need to use “perceived age” rather than chronological age in determining marketing strategies.

The importance of shopping as a means of socialisation and a leisure pursuit was emphasised by older consumers and that they see themselves as experienced, astute shoppers who seek quality and service. The heterogeneity of the mature market was highlighted; outlook and lifestyles of older consumers are likely to continue to change with successive generations. This indicates the need for continued research in this field to fully understand the needs and wants of a diverse and important market segment.
Read the full article >>

Baby boom consumers and technology: shooting down stereotypes
Current stereotypes of aging consumers paint a picture of them as technology anxious and reluctant to adopt new technologies. This paper aims to show that the present 50-to-60 age group does not fit these stereotypes. Baby boom consumers are shown, in contrast to the stereotypes, to have low levels of technology anxiety and high levels of experience of Internet and SMS usage. It is also shown that technology anxiety and experience have an inverse relationship in the age group.

To some extent, the results provide evidence of the distortedness of current stereotypes that are used to describe 50-plus consumers. Marketers of technological products and services are advised to let go of the outdated stereotypes, familiarize themselves with today’s 50-plus consumers and when applicable, invest effort in serving this market.
Read the full article >>

Age differences in mobile service perceptions: comparison of Generation Y and Baby Boomers
This study aims to investigate the effects of age on mobile service quality perceptions and its impact on perceived value, satisfaction and loyalty between two significant mobile service user segments – Generation Y and Baby Boomers. The results identify the mobile service quality attributes that are important to Generation Y-ers and Baby Boomers.

The study also finds significant differences between the two groups in terms of the effect of perceived economic and emotional value on satisfaction. It is suggested that marketers appeal to the emotional value for Gen Y-ers while placing an emphasis on economic value for Baby Boomers.
Read the full article >>

ARF research: Effectiveness of TV advertising over time
This powerpoint document presents the findings of a study designed to answer the question, Does TV Advertising Still Work?
View the Powerpoint document >>

The new television
Todd Merriman, senior consultant at strategic marketing and branding firm Group 1066; Admap Magazine, May 2008, Issue 494

The very idea of television is in the midst of a stunning re-imagination; new technologies are changing how content is created, distributed and accessed. Digital technology and the Internet exposed the music industry as little more than a house of cards, easily toppled by enterprising technology firms (most notably Apple, now arguably the most significant music company in the world).

Now these forces similarly threaten to loosen the stranglehold the major studios, broadcasters and service providers have had over the medium of television, and call into question the value of TV advertising, both the underlying revenue stream of the whole industry and the marketer’s go-to instrument for extending awareness and building their brands.
Read the full article >>

Five current trends that are changing media
Joe Mandese, Editor-in-Chief, MediaPost ; Admap Magazine, June 2008, Issue 495.
Read the article >>

Five future trends that will change media
Joe Mandese, Editor-in-Chief, MediaPost ; Admap Magazine, July/August 2008, Issue 496.
Read the article >>