A phenomenological investigation of internet usage among older individuals.

Older consumers comprise a growing but under-represented segment of Internet users. However, compared to many younger groups, members of this segment often possess more discretionary time and income. This presents a significant opportunity for marketers of Internet related products and services. In order to better understand older individuals\u27 attitudes and motivations concerning Internet usage, phenomenological interviews were conducted among six Internet users and six non-users. From the emic perspective of the informants, and the etic interpretation of the transcripts, the following six themes characterizing differences between Internet using and Internet non-using older individuals emerged: Reference group affiliation, Technology schema, Resistance to change, Nature of social relations, Perception of reality, and Physical dexterity. The marketing implications of these findings are identified and discussed

A cluster analytic approach for consumer segmentation using the vegetarian/meatarian distinction.

In this study, we use cluster analysis to create a consumer segmentation scheme based on individuals\u27 vegetarian/meatarian orientation, along with key attitudinal, personality, and demographic characteristics. Such characteristics include concern for animals, concern with health, concern for the environment, attitude toward corporate ethical practices, need for cognition, social conformity, age, gender, and level of education. In segmenting consumers along these dimensions, this research study not only expands our knowledge about consumers, but also provides useful insight for marketers of food products and services

How do consumers evaluate internet retail service quality?

The conceptualization and assessment of service quality continues to play an important role in marketing for both academics and practitioners alike. This study extends the service quality literature by utilizing semi-structured depth interviews with 58 online shoppers to uncover key aspects of Internet service quality. Results indicate that consumers evaluate the service of Internet marketers in terms of five major dimensions: performance, access, security, sensation, and information. While marketing academicians may use the study\u27s findings as a framework to develop measures to empirically assess Internet service quality, online retailers may use our findings as a resource while constructing, managing, and evaluating their marketing strategies

Vegetarianism: Toward a greater understanding.

Vegetarianism continues to gain prominence in contemporary society. This research uses a two-phase approach to further the understanding of this phenomenon. In the first phase, a phenomenological perspective is utilized to provide a deeper understanding of the motivations, tensions, and coping mechanisms underlying vegetarianism. The second phase builds upon this understanding and broadens the scope of the research by introducing the concept of vegetarian orientation. Here, survey methodology is employed to investigate the manner in which a person\u27s demographic, attitudinal, and personality characteristics influence his/her vegetarian-oriented attitudes and behaviors. Findings and their marketing implications are discussed

An investigation of product purchase and subsequent non-consumption.

Reports on two studies which examine why individuals purchase goods and services that they later never fully utilize or consume. The first study employs qualitative methods to ascertain consumer motivations for purchasing unused products and their reasons for subsequent non-consumption. The second study employs survey methodology to quantify results of the earlier study. Primary motivations included self-presentation, self-improvement, satisficing, impulse purchase, salesperson influence, unintended purchase and acquiring competence. Reasons for non-usage included self-consciousness, lack of enthusiasm, disappointing results, maintenance difficulties, concern about injury, use difficulties, unmet expectations, contingency reasons and displaced by current possessions. Investigates relationships between purchase motivations and reasons for non-usage and discusses theoretical and managerial implications of this study