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A comparative generational analysis of a cultural event

Hede, Anne-Marie and Rentschler, Ruth 2005, A comparative generational analysis of a cultural event, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, ANZMAC, Dunedin, N.Z..

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Title A comparative generational analysis of a cultural event
Author(s) Hede, Anne-Marie
Rentschler, Ruth
Conference name Australian & New Zealand Marketing Academy. Conference (2005 : Fremantle, Western Australia)
Conference location Fremantle, Western Australia
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Broadening the boundaries, conference proceedings
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australian and New Zealand Marketing Academy Conference
Total pages 7
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) Marketing -- Australia
Summary Like most products, special events are marketed to specific target markets. One such event, however, held in Melbourne, Australia, in May 2005, was marketed more broadly to the Melbourne community. The cultural event was developed to stimulate discussion, which one social commentator noted is currently deficient …‘there is a prevailing element of defensiveness, wariness and caution in our public discourse’ (Jones, 2005). The event sought to fill this void in community life and encouraged members of cross-sections of the community to participate in the event. One evaluative measure of success of the event was, therefore, the post-consumption evaluations of attendees. By using generational segments (ie. Traditionalists, Baby-boomers, Generation X and the Millennials) as the bases of comparison, few statistically significant differences were found with regard to post-consumption evaluations of the event. It is, therefore, not unreasonable to conclude that the event was successful in that the generational segments were generally homogenous with regard to the post-consumption evaluations of the event. The results, however, provide opportunities for improvement in the event’s marketing and management in the future.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 0646455028
9780646455020
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005819

Document type: Conference Paper
Collections: School of Management and Marketing
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