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This 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.

Tabla de contenidos provista por Syndetics

• Preface
• 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

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CHOICE Review

The authors present the findings of a mail survey of more than 2,500 households, intended to discover the products and services that mature consumers (65 years and older) desire from direct marketers. Direct marketing is viewed as any type of direct-to-consumer marketing that enables in-home shopping to take place. This encompasses such tools as catalogs and direct mail, and such direct-selling methods as door-to-door selling, telemarketing, and in-home demonstrations. Although the survey focused on the mature market, it also provided comparative data on two other groups--50 to 64 year olds and those less than 49 years of age. The book contains nine chapters. The early ones provide numerous tables and data on such topics as the willingness of the respondents to purchase from various direct marketers; their actual purchase behavior and the factors entering into such decisions; their likes and dislikes about direct marketing; and their preferences among various sources. A variety of analytic techniques, such as discriminant analysis and perceptual mapping, are used to delve into the results and provide useful insights, which are summarized in a final chapter that describes ways direct marketers can reach mature consumers more effectively. For professional marketers and advanced students seeking the most effective ways to use direct marketing to reach mature consumers, and for nonprofit groups serving the elderly and seeking better to understand their purchasing activities. -G. Kress, Colorado State University

Notas de autor provistas por Syndetics

JAMES R. LUMPKIN is the Phil B. Hardin Professor of Marketing at the University of Mississippi.

MARJORIE J. CABALLERO is Associate Professor and Executive Director at the Center for Professional Selling at Baylor University.

LAWRENCE B. CHONKO is the Holloway Professor of Marketing at Baylor University.