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Community‐Wide Discount Programs for Older Persons: A Review and Evaluation
Author(s) -
GILLETT PETER L.,
SCHNEIDER ROBERT L.
Publication year - 1978
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1978.tb00892.x
Subject(s) - business , marketing
An evaluation of a community‐wide discount program for elderly people in Richmond, Virginia is reported. The costs and benefits to both the elderly card holders and participating merchants were examined. While some elderly shoppers reported significant savings, many realized little benefit from the program. Most merchants did not vigorously promote the program, and experienced little impact on sales and profits. Implications for program management are explored.