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3) Public Relations Services
A. Newsletter
B. Press releases and media interviews
C. Speakers bureau
 I. General Information about the Center for Mature Consumer Studies
The center for Mature Consumer Studies (CMCS) was established in 1987 in response to the growing need among businesses and government for understanding the consumption behavior of the aging population. CMCS is a unit of Georgia State University's Gerontology Center, but it is housed within the college of Business Administration. As the only center of its kind in this country, it maintains regional, national, and international networks to exchange information and facilitate collaborative studies of the mature market. CMCS works with other organizations and individuals having expertise in various areas of specialization to enhance the quality of its research; it conducts research for various organizations and assists them in implementing research findings into marketing strategies. It also participates in cost-sharing ventures with other organizations for securing data and disseminating information. The Center also serves as a clearinghouse for information about the mature consumer market. For five consecutive years, the Center has been cited by American Demographics magazine as one of the 100 best sources of consumer information in the United States.
The Center for Mature Consumer Studies was founded by its Director, Dr. George P.Moschis, Professor of Marketing at Georgia State University. Based on his impact on the academic literature, Dr. Moschis has been cited as one of the most influential figures in consumer research today.
For more information about the Center for Mature Consumer Studies, contact the Department of Marketing at (404) 413-7650, fax (404) 413-7699, its director Dr.George P. Moschis at (404) 413-7670, or its associate director Dr. Carolyn Curasi at (404) 413-7660.
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II. Products and Services
1). Books, Reports, Articles, and Papers
A. Books
Books contain information on issues of interest to marketers in several industries. These books are based on existing knowledge generated from research studies or other sources of information regarding the effectiveness of marketing activities. There are presently four such books available:
1. Marketing to Older Consumers: A Handbook of Information for Strategy Development.
This book was written to help practitioners more effectively design and market products and services to the older consumer. It helps the reader understand how older consumers behave in the marketplace and why they behave the way they do. The book summarizes existing knowledge on older adult behavior in the marketplace, explains reasons for consumer behavior in later life, and helps the reader translate knowledge into marketing action.
2. Marketing Strategies for the Mature Market
This book helps organizations develop effective marketing strategies for serving the older consumer market. Assistance is provided in the form of information and recommendations for marketing action. Existing knowledge is summarized and additional information from a large-scale study is presented to fill gaps in existing knowledge. Using the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing process; key issues are raised and information is presented to address them. This book is intended for the busy marketer who needs access to "state-of-the art" knowledge and its implications for marketing strategic development. It also includes information on the mature market, market segmentation, and market targeting, as well as analysis of older consumers' behavior with respect to areas of the strategic marketing process.
3. Gerontographics: Life-Stage Segmentation for Strategy Development
The mature consumer market is highly heterogeneous, and to reach it most effectively marketers must fit different marketing strategies to different market subsegments. The book describes a marketing tool that not only can help segment the market but can target it successfully. The market segmentation model is based on state-of-the-art knowledge and methodology. It shows marketers how to develop industry-specific marketing strategy, and demonstrates why this approach works. That, plus the fact that the model can be integrated into other databases to enhance their value, makes this book especially useful to marketing professionals, and to students and teachers of marketing on the graduate level.
4. The Maturing Marketplace: Buying Habits of Baby Boomers and Their Parents
This book examines and compares the buying behavior of baby boomers and older age groups with respect to food products, apparel and footwear, drugs and cosmetics, housing, technology products and telecommunication services, health care, travel and leisure, and financial and insurance services. It focuses on preferences for selected providers, information sources, payment methods, and reasons for buying direct. Analyses of responses by specific demographic and lifestyle characteristics and media use habits are included in each chapter that addresses the specific product or service category. The information comes from two national surveys conducted by the Center for Mature Consumer Studies. Implications of the information are suggested to help marketers design effective strategies to reach these two large groups of consumers.
5. Baby Boomers and Their Parents: Surprising Findings about Their Lifestyles, Mindsets, and Well-Being
This book summarizes 20 years of research at the Center for Mature Consumer Studies. It also presents key findings from several other recent studies concerning these two most important generations. The book discusses differences and similarities between baby boomers and their elders in a wide variety of areas, including finances, buying habits, lifestyles, physical and emotional well-being, and outlook on life. The information presented is aimed at helping readers improve the quality of their lives and helping businesses increase profits by making consumers happier. (To order this book, visit http://www.paramountbooks.com)
To purchase one of these books, please call
toll-free, 24 hours-a-day: 1-800-225-5800
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B. Industry-Specific Research Reports
These reports are based on national surveys. They contain information of interest to marketers of specific products and services.
Click here to check the brief description of Industry-Specific Research Reports
C. Segment-Specific Research Reports
Special-Segment Reports focus on mature segments possessing specific characteristics. They report on various aspects of that segment's consumer behavior based on research from CMCS's recently completed national studies.
Click here to check the brief description of Segment-Specific Research Reports
D. Special-Use Reports
These industry reports are comprehensive handbooks of information on a variety of topics concerning marketing of specific products and services to older Americans. These manuals are written for practitioners who wish to develop internal reports and presentations on the mature market. The reports help one:
- Access statistical information for products and services
- Gain quick access to research studies on specific topics concerning the products or services they market
- Perform environmental scanning quickly and inexpensively, reporting on competitors' plans and actions as well as on recent trends and developments that could affect their marketing activities
- Learn about the effectiveness of various marketing strategies implemented by organizations in the same industry
- Obtain new data from recently conducted (unpublished) surveys by CMCS on timely topics or debatable issues
- Use scientifically-based guidelines recommended by CMCS experts for developing marketing strategies on specific products and services
Obtain extensive lists of references of published documents
These reports are developed on a per-need basis to satisfy certain information needs. They vary in scope, ranging from reports prepared for legal purposes to those prepared to satisfy specific marketing information needs. These can also be general-purpose reports, focusing on an entire industry.
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Click here for more information on Specific-Use Reports
Click here to place an order for research reports
E. Articles And Papers
Click here to view articles and papers
F. Student Projects
Selected student projects from the graduate class, Marketing to Older Consumers, are available. These projects are developed as part of the requirement for the course and contain strategic recommendations for marketing specific products and services to older consumers.
Click here for more information on Student projects
2). MARKETING RESEARCH AND ANALYSIS
A. Data Bases
Two types of data bases are available:
1. Published information available in publications such as journals, newsletters, trade magazines, etc. This type of information has been abstracted and cataloged by CMCS staff; it is constantly updated. This database includes thousands of sources and can be accessed by companies who wish to do their own data search (using key words). For more information on cost and sub-files available contact CMCS.
2. Survey data from number of CMCS studies are available to companies who wish to perform their own data analysis. For more information on the cost and availability of these databases contact CMCS.
B. Custom Research
Custom research services are available to clients who wish to use CMCS's expertise in designing surveys for specific age groups and interpreting findings in the context of implications for marketing strategy. CMCS staff's familiarity with specific market segments helps organizations obtain more valid, action-oriented information for marketing decisions. Research services include: focus groups, survey research, and analyses of existing information/data.
C. Multi-sponsor Studies
Multi-sponsor studies are available to corporate clients who wish to share the expenses of various projects because they have common information needs. Periodically, CMCS will survey organizations, identify information needs, and prepare proposals for multi-sponsor projects.
D. Segmentation Model: "Gerontographics"
CMCS's model is available to corporate clients. The model, which is described in detail in Gerontographics: Life-Style Segmentation for Marketing Strategy Development, can be linked to other available data bases to provide a wealth of information on a variety of topics ranging from consumption patterns to media use habits and geocoding information. The model's advantage over other segmentation models of the mature market is that it provides information not only on the size and characteristics of the subsegments but also on the types of marketing strategies that are most effective in reaching each of the subsegments.
3). PUBLIC RELATIONS SERVICES
CMCS provides a number of services free of charge:
A. Newsletter
Newsletter is disseminated periodically, reporting on CMCS new products and services, as well as major developments affecting various segments of the older population. Findings of major research findings are presented in abstract format.
B. Press Releases and Media Interviews
Press releases and media interviews are major mechanisms CMCS uses to keep various audiences informed of its research activities and new products. CMCS maintains a comprehensive list of organizations who are heavy consumers of the type of information generated. These range from national TV networks and newspapers to local media.
C. Speakers Bureau
Speakers bureau is also a free service available to organizations who wish to locate individuals available for publicspeaking on a variety of topics concerning marketing to select segments. CMCS maintains a list of experts on various topics who may be contected by an organization and be asked or retained to speak to various types of audiences.
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For more information, including prices, please contact George P. Moschis at (404)413-7670 or Carolyn Curasi at (404)413-7660 or email to gmoschis@gsu.edu
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