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An aging population: A competitive advantage for companies

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dc.title An aging population: A competitive advantage for companies en
dc.contributor.author Barešová, Petra
dc.contributor.author Horáková, Monika
dc.contributor.author Urbánek, Tomáš
dc.relation.ispartof Journal of Competitiveness
dc.identifier.issn 1804-171X OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2018
utb.relation.volume 10
utb.relation.issue 1
dc.citation.spage 5
dc.citation.epage 22
dc.type article
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně (UTB), Fakulta managementu a ekonomiky
dc.identifier.doi 10.7441/joc.2018.01.01
dc.relation.uri https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=272&cp=
dc.subject population ageing en
dc.subject consumer behaviour en
dc.subject marketing communications en
dc.subject effectiveness of marketing communications en
dc.subject competitive advantage en
dc.description.abstract This article focuses on one of the most currentlydiscussed 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 (Zlin 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. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007901
utb.identifier.obdid 43879441
utb.identifier.wok 000429140300002
utb.source j-wok
dc.date.accessioned 2018-05-18T15:12:05Z
dc.date.available 2018-05-18T15:12:05Z
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Barešová, Petra
utb.contributor.internalauthor Horáková, Monika
utb.contributor.internalauthor Urbánek, Tomáš
utb.fulltext.affiliation Petra Barešová, Monika Horáková, Tomáš Urbánek Contact information Ing. Petra Barešová, BA(Hons), MSc. Tomas Bata University in Zlín Faculty of Management and Economics Mostní 5139, 76001 Zlín Czech Republic Email: baresova@utb.cz Ing. Monika Horáková, Ph.D. Tomas Bata University in Zlín Faculty of Management and Economics Mostní 5139, 76001 Zlín Czech Republic Email: mhorakova@utb.cz Ing. Tomáš Urbánek Tomas Bata University in Zlín Faculty of Management and Economics Mostní 5139, 76001 Zlín Czech Republic Email: turbanek@utb.cz
utb.fulltext.dates -
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utb.wos.affiliation [Baresova, Petra; Horakova, Monika; Urbanek, Tomas] Tomas Bata Univ Zlin, Fac Management & Econ, Mostni 5139, Zlin 76001, Czech Republic
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