title: Perceptions of glasses as a health care product: a pilot study of New Zealand baby boomers.
abstract: Marketers have been slow to customize their strategies for the influential consumer segment of aging baby boomers. This qualitative research provides insights on New Zealand baby boomers' perceptions of glasses as a health care product. Appearance was a dominant theme; status was not a major concern, although style and fashion were. Wearing glasses had negative associations related to aging; however, both male and female participants recognized that glasses offered improved quality of life. Data relating to the theme of expense indicated that these New Zealand baby boomers made sophisticated perceptual associations and subsequent pragmatic trade-offs between price, quality, and style.
authors.affiliation: Waikato Management School, University of Waikato, Hamilton, New Zealand. janetd@waikato.ac.nz
authors.forename: Janet
authors.initials: J
authors.lastname: Davey
authors.forename: Chloe
authors.initials: C
authors.lastname: King
authors.forename: Mary
authors.initials: M
authors.lastname: Fitzpatrick
mesh_terms: D000375:Aging / Q000523:psychology; D001294:Attitude to Health; D003695:Delivery of Health Care; D005139:Eyeglasses / Q000191:economics / Q000523:psychology*; D005260:Female; D017144:Focus Groups; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D008389:Marketing of Health Services; D008875:Middle Aged; D009520:New Zealand; D011788:Quality of Life / Q000523:psychology