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Keywords: Seniors
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2014) 32 (6): 666–686.
Published: 26 August 2014
...Lynn Sudbury-Riley Purpose – The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging. Design/methodology/approach – The study uses qualitative diary research (QDR). Ten seniors recorded all their experiences with packaging over a two...
