The high cost and importance of organisational professional services together with the often uncertain outcomes can evoke significant risk in their purchase. Using the appointment of planning consultants by a public organisation as an example, the article explores the potential of a new risk...

Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one...

Explores the segmentation by service marketers of the consumer market on the basis of service quality expectations. Measures consumer expectations and various quality dimensions for three commonly purchased professional and three non‐professional services. Evaluates the effect of various...

Argues that marketers must consider more than ever the aging consumer. Considers the three demographic issues which must be taken into account before a strategy can be developed: first, stereotypes regarding the aging consumer must be disregarded; second, the aging consumer is not an isolated...

Considers the proliferation of products and services in the financial services industry aimed at different market segments. Highlights the affluent and nonaffluent market segments. Employs statistical analysis of survey data to evaluate the financial services eeds, attitudes, and...

Purpose – The purpose of the research is to identify strategies to maximize fan attendance at the Big Ten Wrestling Championships through the creation of segmented markets based on consumers' team affiliation. Design/methodology/approach – The research utilized a survey methodology to...

Purpose – The purpose of this paper is to study the spillover effects of marketing expertise on the market performance of domestic firms and multinational enterprises (MNEs). Specifically, this study examines how the adoption of frequency loyalty programs by a domestic firm following an MNE...

Purpose – This paper aims to extend research applying the principle of market segmentation to gain insight into changing the physical activity behaviour of children, particularly their walk to/from school behaviour. It further examined the utility of employing theory, specifically the theory...

Purpose – The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel purchase decision process and to characterize these consumer segments in relation to their engagement in...

Purpose – The study aims to explore the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct parental clusters. Design/methodology/approach – The study uses a structured questionnaire to draw a...