Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/emerald-publishing/changing-demographics-stimulus-for-new-product-ideas-Yt0hwUgc6K
References
References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0736-3761
- DOI
- 10.1108/eb008093
- Publisher site
- See Article on Publisher Site
Abstract
In their continuing quest for new product ideas, marketers are directed to the U.S. Census figures where they can identify shifting populations and newly emerging demographic entities. Rather than relying on old stereotypes for direction, marketers must study the changed values, attitudes, lifestyles and selfimage of these groups. Using qualitative research techniques, the author says will result in implications for new product development, production, sales and marketing. The author identifies three groups whose lifestyles she has studied and who fit the parameters described above Working women, singles and the 50plus age group. Opportunities for marketers are suggested as she describes their changed lifestyles which create a need for new products and services.
Journal
Journal of Consumer Marketing – Emerald Publishing
Published: Feb 1, 1984