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A comparative generational analysis of a cultural event

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conference contribution
posted on 2005-01-01, 00:00 authored by Anne-Marie Hede, Ruth Rentschler
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.

History

Event

Australian & New Zealand Marketing Academy. Conference (2005 : Fremantle, Western Australia)

Publisher

ANZMAC

Location

Fremantle, Western Australia

Place of publication

Dunedin, N.Z.

Start date

2005-12-05

End date

2005-12-07

ISBN-13

9780646455020

ISBN-10

0646455028

Language

eng

Notes

Reproduced with the specific permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2005, ANZMAC

Editor/Contributor(s)

S Purchase

Title of proceedings

ANZMAC 2005 : Broadening the boundaries, conference proceedings

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