Understanding demographic effects on marketing communications in services
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 August 1996
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.
Keywords
Citation
FitzGerald, M. and Arnott, D. (1996), "Understanding demographic effects on marketing communications in services", International Journal of Service Industry Management, Vol. 7 No. 3, pp. 31-45. https://doi.org/10.1108/09564239610122947
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited