Journal of Competitiveness (Mar 2018)

AN AGING POPULATION: A COMPETITIVE ADVANTAGE FOR COMPANIES

  • Petra Barešová,
  • Monika Horáková,
  • Tomáš Urbánek

DOI
https://doi.org/10.7441/joc.2018.01.01
Journal volume & issue
Vol. 10, no. 1
pp. 5 – 22

Abstract

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This article focuses on one of the most currently discussed topics, the ageing population. Population aging can be discussed from different perspectives, exploring various challenges associated with it. The authors examined marketing communications from the point of view of a target group, over age 55. The main objective of this study was to find out which marketing communication tools those over age 55 prefer, including selected aspects of printed advertising. At the same time, it was examined whether there is a different gender perspective on this issue. To find out answers to the main question of this study, we conducted quantitative research by using a questionnaire survey among the population over age 55 living in the Czech Republic (Zlín Region). The results of this study were compared with the results of a previous study conducted in 2014, focusing on the marketing communication tools targeted at the 55+ group from the point of view of companies. The research results have shown that the target groups’ most effective (preferred) marketing communication tools are printed materials (leaflets and catalogues), sales promotions, competitions, club memberships, gifts, fairs, markets and fairs, and last but not least, newspapers and magazines. Based on the results, it can be said that these tools, in comparison with others, contain sufficient information that the customer can read and think about, save, and eventually return to them. At the same time, they are tools that bring a certain benefit or advantage to the customer, which can then be verified in person. If the results are compared from a gender perspective, different preferences were revealed in the selection of marketing communication tools. There were also different views on some selected aspects of printed materials. These findings can be implemented by companies and organizations in their marketing campaigns, allowing them to better reach the target group of people over age 55. Focusing on new markets, including a new, forward-looking target group, can give companies a competitive edge.

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