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• W2774284656 abstract "IntroductionThe youngest Australian Baby boomer turns 65 in 2031. This will bring the projected proportion of Australians, aged 65 and older, to approximately 22 percent of the population. This increased proportion of mature citizens corresponds with an increased need for effective health and well-being services for the mature consumer. Because the health and well-being service industry is such an important part of the fabric of life and the economy, it is important to understand how mature age customers (Baby boomers and those older) evaluate health and wellbeing services so that providers can best match and market their services to the mature market. It is also important for health and well-being service providers to understand how to best segment communication and product offering to this diverse older market. Traditionally, chronological age has been used the main segmentation method, however this paper suggests that cognitive or self-perceived age would have better results for provider and consumers.Review of LiteratureThe age of consumers is relatively easy to obtain and perhaps, consequently provides a traditional base for segmenting consumer markets (Catterall & Maclaran 2001). Although many marketers maintain this simplistic view when marketing to the mature consumer, it has been found that neither the simplistic age based segmentation or mass marketing approach work well with the highly diverse and relatively poorly understood mature market (Morgan & Levy 2002; Moschis, Lee & Mathur 1997).Despite the increasing evidence that age may not be the best segmentation base, the mature market is increasingly divided into specific age segments (Caterall & Maclaren 2001). The impact of the ageing population on economic growth and increased demands for services, (particularly health and well-being services and housing) will continue to accelerate (Australian Bureau of Statistics 2013). While Baby boomers represent a well used age segment (although more empirical research is required to justify this segmentation), other mature age segments vary between authors, with Sawchuk (1995), for example, using prime lifers (those who are 50-65 years of age, the recently retired (65-75 years), and the over 75's market. The largest and most attractive segment in the early part of the twenty first century is the 50-65 year old (30% of the population Australian Bureau of Statistics, 2005), but this may change as Baby boomers age (Caterall & Maclaren, 2001). In 2012, people aged 65 years and over made up 14 percent of Australia's population, with a predicted increase to 22 percent in 2061, and to 25 percent in 2101. Additionally, the population aged 85 years and over is projected to grow rapidly to 5 percent by 2061 and to 6 percent by 2101 (Australian Bureau of Statistics, 2013).There is inconclusive evidence of the effect of age as a factor in the formation of customer satisfaction (Moutinho & Goode, 1995). Studies in some services, such as a study of users of ATM machines show no significant differences in satisfaction between older and younger users (Goode & Moutinho, 1996). Indeed, many mature consumers simply do not perceive themselves as old. Almost half of surveyed banking customers over the age of 65, perceived themselves as young (48.1%) and modern (46%) (Mattila, Karjaluoto & Pento, 2003). This is known as cognitive age and there is some evidence that cognitive or self-perceived age is a better indicator of older consumers' attitudes and behaviour than chronological age because it contributes more to understanding how older adults view themselves (Wilkes, 1992).Marketers are also interested in measuring consumers' psychographics, personality, selfconcept or self image (Moutinho & Goode 1995), however, the measures tend to be long, reasonably invasive and time consuming. Cognitive age, on the hand, while considered to be an element of self-concept, reflects the individual's perceptions of themselves and is closely linked to the person's overall attitudes (Caterall & Maclaran 2001; Lin 2002; Todd & Lawson 2001) and can be measured in a very reliable and simple instrument. …" @default.
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• W2774284656 date "2017-01-01" @default.
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• W2774284656 title "The Influence of Cognitive Age versus Chronological Age on Customer Satisfaction in the Health Sector" @default.
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