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Consumer attitudes toward marketing strategies over the adult life span

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The current study used a grounded theory methodology where in-depth interviews and related literature were integrated to form a process model depicting the evolution of the consumer mindset toward marketing mix strategies (CMSm) over the adult life span. Influences on the evolving CMSm were found to be mainly factors external to the consumer. Marketing forces, that is forces managed by the marketer, were the second most common influence on the CMSm. The model provides a basis for further research to inform marketers on ways to influence consumer behavioural intentions over the consumer's life span.
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Keywords: ADULT CONSUMERS; CONSUMER ATTITUDES; CONSUMER BEHAVIOUR; LIFE CYCLE; LIFE SPAN

Document Type: Research Article

Publication date: 2007-04-01

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