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Direct Marketing, Direct Selling, and the Mature Consumer : A Research Study by James R. Lumpkin and Lawrence B. Chonko (1989, Hardcover)

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Number of Pages: 240. Weight: 1.14 lbs. Publication Date: 1989-04-17. Publisher: Praeger.

About this product

Product Identifiers

PublisherBloomsbury Publishing USA

ISBN-10089930298X

ISBN-139780899302980

eBay Product ID (ePID)22038909947

Product Key Features

Number of Pages240 Pages

Publication NameDirect Marketing, Direct Selling, and the Mature Consumer : a Research Study

LanguageEnglish

Publication Year1989

SubjectMarketing / General, General, Sales & Selling / General, Marketing / Direct

TypeTextbook

Subject AreaBusiness & Economics

AuthorJames R. Lumpkin, Lawrence B. Chonko

FormatHardcover

Dimensions

Item Height0.6 in

Item Weight18.4 Oz

Item Length9.2 in

Item Width6.1 in

Additional Product Features

Intended AudienceCollege Audience

LCCN88-018519

Dewey Edition19

Reviews"It is not surprising that interest in the mature market is on the rise. From popular press to academic journals, more attention is now being focused on this expanding market. While most of the books on the elderly concentrate on gerontological or public policy perspectives, the current authors direct our attention to marketing-related issues. Specifically, the book reports on a research study that investigates mature consumers' experience with direct marketing and direct selling. . . . Overall, the authors have made a contribution by providing valuable research on various aspects of the direct marketing/older consumer interface. Those with a keen interest in direct marketing and/or the mature market will find the book a useful tool. The book can serve as a reference source for marketing managers and researchers who want to understand more about direct marketing to mature consumers. In addition, marketing students with an interest in the mature market or direct marketing will benefit from the book." JAMS

Number of Volumes1 vol.

Dewey Decimal658.8/348

Table Of ContentPreface Direct Marketing and Direct Selling Classification of the Aging Population The Study Buying Patterns of the Mature Consumer Determinants of the Patronage Decision: In-Home vs. In-Store The Mature Consumer and Direct Salespeople Perceptions and Preferences of Mature Consumers Researching the Mature Consumer Indexes

SynopsisThis book reports and interprets the results of a major research study that investigated the shopping behavior of the mature consumer with regard to the principal types of direct response marketing: catalog shopping, direct mail, media ads, telephone solicitation, direct selling, party-plan selling, and in-home demonstrations. Sponsored by the American Association of Retired Persons (AARP) and the Andrus Foundation, the project represents the most thorough treatment of the older consumer published to date. Marketing managers, direct marketing specialists, and retailers will find here the data they need to make informed decisions and develop appropriate marketing strategies for reaching a growing, and often relatively affluent, segment of the U.S. consumer population. The study was based on an 8-page questionnaire to which more than 2500 subjects nationwide responded and which yielded information on respondents' willingness to purchase from various direct sources, actual purchase behavior, preferences for purchasing from direct sources, likes and dislikes about in-home shopping, and the characteristics that influence purchasing decisions. The authors also compared shopping behaviors and attitudes of older consumers with younger groups and analyzed differences on the basis of demographic and psychological variables. A wide range of practical findings issued from the study, including the fact that many mature consumers associate high pressure sales tactics with in-home shopping and evince a high degree of distrust of direct selling techniques. In the final chapter, the authors present practical recommendations for formulating and maintaining a marketplace offering that is satisfying to the mature shopper. Numerous tables and figures illustrate the statistical conclusions drawn from the study.

LC Classification NumberHF5415