Module: Contemporary Consumer and Customer Behaviour
Individual Assignment
Key Concept Exercise
Case study
Several past research studies have shown that consumer behaviour of older consumers differ compared to the behaviour of younger individuals. Cuddeford-Jones (2014) describes some important characteristics of female fashion consumers over 50 and argues that this age group may be an attractive segment for marketers.
For this Key Concept Exercise you will begin to analyse differences in decision-making process among age groups.
To prepare for this Key Concept Exercise:
• Read the Required Learning Resources below
• Consider the Cuddeford-Jones (2014) article. You may also find the East et al. (2014) article useful for detecting some unique characteristics of older consumers.
• Search for additional academic articles related to the topic in the University's online library.
To complete this Key Concept Exercise:
In an approximately 500-word response, address the following issues/questions:
• Based on Cuddeford-Jones's (2014) article and on your own personal or professional experience, critically analyse the main characteristics of female fashion consumers over 50 years old.
• In formulating your Key Concept Exercise, consider the following questions:
• What are the differences in decision-making process among age groups?
• What are some important marketing implications for fashion retailers targeting women over 50?
When writing your responses you should synthesise the theory with real-world experience and use examples of the theories in action in a real organisation about which you have read or one in which you have worked.
Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.
Important note:
Content should reflect the below references, other reference will not be accepted.
Work will be rejected if plagiarism exceeded 10%.
References:
Cuddeford-Jones, M. (2014) ‘How women aged over 50 shop for fashion', Marketing Week, p.15.
Use the University of Liverpool Online Library to find this article.
Culiberg, B. & Bajde, D. (2013) ‘Consumer recycling: an ethical decision-making process', Journal of Consumer Behaviour, 12 (6), pp.449-459.
Use the University of Liverpool Online Library to find this article.
Darley, W.K., Blankson, C. & Luethge, D.J. (2010) ‘Toward an integrated framework for online consumer behavior and decision making process: a review', Psychology & Marketing, 27 (2), pp.94-116.
Use the University of Liverpool Online Library to find this article.
East, R., Uncles, M.D. & Lomax, W. (2014) ‘Hear nothing, do nothing: the role of word of mouth in the decision-making of older consumers', Journal of Marketing Management, 30 (7/8), pp.786-801.
Use the University of Liverpool Online Library to find this article.