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The world is undergoing a demographic transition. The 60+ age group would constitute 16% of the world population by the year 2050 as against 5% in 1970. The populations of all the countries are growing older as longevity increases. This transition has far-reaching implications, for public policy, marketing and health care. It is doubtful whether, most marketers have adopted the concept of the older consumer. Plausibly, the number of older consumers and their composition in the total population has not been substantial enough to merit their attention. It follows that marketers lack the experience of targeting the older consumer. This paper exhaustively reviews available work on senior citizens both in terms of their profile and shopping pattern. It ends by discussing scope for further research in this important area. [ABSTRACT FROM AUTHOR]

In any service what is most critical to the marketer, service provider as well as the customer is the stage of service encounter. This is the point wherein the production and consumption of service takes place. On an average this is the stage wherein the customer forms the opinion about future consumption of the same service and a feeling of satisfaction or dissatisfaction. Cellular airtime service is one exception wherein there is no service encounter. Indian cellular airtime market is one of the fastest growing markets of the world. Thus this market is the best to study such a topic. This paper delves into available theory of Service and service quality. Finally this study looks into the customer preference for airtime service provider and the influencing role of service quality and its various facets. [ABSTRACT FROM AUTHOR]