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Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic

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  • Květa Olšanová

Abstract

This paper outlines the growing potential of the aging population in Europe with a focus on its impact on the food industry. The importance of mature consumers over the next few decades will radically grow. The impact on companies' volumes will be significant without sophisticated innovations in products and communication. The objective of this paper is to selectively highlight relevant research of the segment of senior consumers and using this to clarify two important areas with significant implications for marketers: (i) the importance of the senior segment for future food marketing and (ii) the specifics of the mature segment in terms of benefits selection for the development of brand positioning strategies. Additionally, different segmentation approaches to the senior market, together with their implications on targeting and communication, are discussed.

Suggested Citation

  • Květa Olšanová, 2012. "Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic," Central European Business Review, Prague University of Economics and Business, vol. 2012(3), pages 37-45.
    • Handle: RePEc:prg:jnlcbr:v:2012:y:2012:i:3:id:29:p:37-45
    DOI: 10.18267/j.cebr.29
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    References listed on IDEAS

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    1. Bert Weijters & Maggie Geuens, 2002. "Evaluation of age-related labels by senior citizens," Vlerick Leuven Gent Management School Working Paper Series 2002-22, Vlerick Leuven Gent Management School.
    2. Tepper, Kelly, 1994. "The Role of Labeling Processes in Elderly Consumers' Responses to Age Segmentation Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 503-519, March.
    3. repec:bla:eurcho:v:8:y:2009:i:3:p:06-13 is not listed on IDEAS
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    More about this item

    Keywords

    segmentation; senior; positioning;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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