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Understanding demographic effects on marketing communications in services

Fitzgerald, Maureen, Arnott, David (1996) Understanding demographic effects on marketing communications in services. International Journal of Service Industry Management, 7 . pp. 31-45. ISSN 0956-4233. (doi:10.1108/09564239610122947) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:19179)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://dx.doi.org/10.1108/09564239610122947

Abstract

Points out that research into the use of demographics as a segmentation variable has waned in favour of other variables, noting that research is sparse into links between membership of demographic segments and perceptions and reactions to marketing communications. Describes how, in many service sectors (e.g. airlines), the demographic profile of the consumer base has changed radically in recent years. Investigates differences between the perceptions and responses of demographic and product usage segments to the marketing communications of airlines, and demonstrates several key differences. Concludes that the importance of these segmentation bases appears to be undervalued in services, as findings indicate that changes in gender, age, culture, usage frequency, etc. affect perceptions of advertising, sales promotions and publicity with consequent effects on purchase behaviour.

Item Type: Article
DOI/Identification number: 10.1108/09564239610122947
Additional information: International Service Management - New Directions, New Perspectives Conference BOURNEMOUTH UNIV, BOURNEMOUTH, ENGLAND, SEP, 1995
Uncontrolled keywords: Airlines, Demographics, Gender, Marketing communications, Research, Services marketing
Subjects: H Social Sciences > HA Statistics > HA33 Management Science
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: R.F. Xu
Date Deposited: 08 Jun 2009 15:34 UTC
Last Modified: 16 Nov 2021 09:57 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/19179 (The current URI for this page, for reference purposes)

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