Review Article Open Access

CELL SAILORS - An educational program aimed at mature customers on how to use mobile services

Abstract

This paper focuses on describing a mature consumer education program as a marketing tool. Also mature customers mobile service usage is discussed. Although mature market is very heterogeneous, the desire for information and education is a common characteristic for it. By targeting consumer education programs to mature consumers, marketers can help in satisfying this desire. The data of this paper was gathered in Finland during spring 2003 by using nonparticipatory observation as a research method. Keywords: mature customers, mobile phones, observation, consumer behavior

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