UNDERSTANDING DEMOGRAPHIC EFFECTS ON MARKETING COMMUNICATIONS IN SERVICES

Points out that research into the use of demographics as a segmentatio n variable has waned in favour of other variables, noting that researc h is sparse into links between membership of demographic segments and perceptions and reactions to marketing communications. Describes how, in many service sectors (e.g. airlines), the demographic profile of th e consumer base has changed radically in recent years. Investigates di fferences between the perceptions and responses of demographic and pro duct usage segments to the marketing communications of airlines, and d emonstrates several key differences. Concludes that the importance of these segmentation bases appears to be undervalued in services, as fin dings indicate that changes in gender, age, culture, usage frequency, etc. affect perceptions of advertising, sales promotions and publicity with consequent effects on purchase behaviour.