Analysis Of Senior Citizen Music Market: Insights And Recommendations

Nostalgia Marketing in the Music Industry

Tribute limited is a company that specializes in promoting tribute works in music. The work is based on personification of a famous deceased singer (Galuszka, P. & Brzozowska, B. 2016, 4). The company uses nostalgia marketing to promote tribute music’s. They have been selling their music through websites and through various stores located in Brighton and South East England. The rise of internet can facilitate marketing of albums and sales of the music streamed online (Wikström, P. 2013, 14).

 The use of nostalgia marketing can be used by companies as a tool that promotes branding, celebrity endorsements and music imagery (Cloonan, M. 2016, 8). Nostalgia marketing involves a process of reviewing the past in order to elicit the current emotional response (Leyshon, A. 2014, 56). The use of this type of marketing strategy elicits people memories by linking to what is happening currently (Liu, C. & Cai, X. 2014, 3).  The method is employed in music industry where current artists use their music by imitating famous deceased artists (Anderson, T. 2013, 34). The tribute limited is applying the technique where they are currently imitating music shadows of an old deceased musician to sell their own music’s.  The science of nostalgia is based on revoking recipient’s psychology to link the goodness and happiness of the past in reference to the present (López-Sintas,   2016, 2).  The use of internet has increased connectivity where individuals interact through social media. Social media channels the use of Nostalgia; it is a platform of selling music, and outlet in music recording (Weijters, B. Goedertier, F. & Verstreken, S. 2014, 8). More of new trends in music media are attribute to use of internet (Cong, Y. 2014, 8)

Senior citizen market consists of better ways that Tribute limited can use to increase its sales. The use of Jonnie Jones (famous deceased singer) is important because is well known among the senior citizens. The senior citizens are used because they can be used to rekindle old memories through nostalgia marketing. They purely remember music by Jonnie Jones because the artist had built good reputations in providing music in UK. The current market is characterised by the use of internet. The internet can be used by the tribute limited in promoting music via you tube and social media. The customers can download songs through the use of internet. Linking nostalgia and internet usage will require business analysis, knowledge and problem solving techniques.

From tributes limited sales and management records and other music promotional information’s shows that majority of Jonnie’s music is sold in CD format. The findings show that it costs the company $2 to produce a single CD to produce an album which covers other costs like studio recordings, cost of technicians, buying of a blank CD’s. The findings report that no receiver is charged the cost of the CD. Company report show that majority of sales was originating from reference from Jonnies personal contacts and mails. Others are distributed during concerts and specific venues.  Findings from Brighton and South East England show that majority of sales can originate from senior citizens who may wish to rekindle the old type of music (Aguiar, L. & Martens, B. 2016, 45).

Data Analysis of Senior Citizen Music Market

Primary data analysis of is based from field observations of sales data obtained from survey will provides percentages (%) for each sale and profits from various selling points. Table 1 (appendix) shows the summary of findings and calculations.  Findings of the sales from different sales points includes: a sales of $130 (2.7%) from complimentary, $353 (7.4%) from general, $167 (3.5%) from mail order, $223 (4.7%) from web order, $1376 (28.8%) from concert performance, $2459 (51.4%) from retails, and $72 (1.5% from Brighton pubs. The findings clearly shows that majority of sales originate from sales from concerts performance and retails which contributed to 37% and 44% profits respectively. Other selling points represent a small substantial profits and sales for the organization that include from Brighton pubs, complimentary, mails and general. The use of web represents a smaller percentage of profits (3.8%) and sales (3.5%) for the organization. That is an area that Tribute limited should focus upon promoting sales through the website.

Figure 1 shows the relationship between % of total sales and % of the total profits.

The figure shows the sales of Jonnies CD’s were dominant at retails stores and concerts. Apart from that it clearly shows that there are opportunities in other selling points like using websites. Managerial decisions and marketing can be done in other selling points to obtain sufficient sales turnover.  

 The data collected from the primary observations is useful in understanding Jonnies and how is performing in the market places. To understand these it is important to learn situations in which he performs.

Through observation the study did want to establish the minutes spent in two events Brighton mall and the theatre and number of purchased CD’s. Table 1 shows minutes and CD’s purchased.

Table 1 minute and purchased of CD’s

Minutes	Brighton mall	The theatre	Combined results
1	14	11	25
2	41	19	60
3	25	9	34
4 & above	24	13	37

Table 1 show that it is about 2 minutes that more CD’s combined were bought compared to other minutes. In Brighton mall more sales is done after two minutes in comparison to below 2 in the theatre. The findings show that an increase of sales combined when minutes progress but more sells are done after two minutes.

Analysis of the different ages and the number of CD’s purchased was identified. The findings were as in table 2.

Table 2 Age and CD’s purchased

Age	Brighton mall	The theatre	Combined results
less 15	0	2	2
16-30	4	0	4
31-45	16	0	16
46-60	17	9	26
61-75	64	41	105
Above 76	3	0	3

Table 2 clearly shows that majority of the CD’s were purchased among ages 61 to 75 years both in the two selling points. Findings show that fewer CD’s are bought with individuals aged below 30 years. In addition more sell were made in Brighton mall compared to the theatre. We can conclude that the elderly are the main fans of Jonnies music.

Analysis was done to find the number CD’s bought by different genders. The findings were in table 3.

Table 3 Analysis of gender and CD’s sold

Gender	Brighton mall	The theatre	Combined results
Female	65	30	95
Male	39	22	61

Table 3 shows that more CD’s were bought by the female gender in comparison to the males. The findings also show that more CD’s were bought in Brighton by both genders. That clearly shows that the female gender purchases more CD’s than that of the male gender.

Data Analysis of Secondary Data

Biasness in research refers to a situation where the respondents or respondents from sampling frame are not given equal chance of being selected. The sampling procedure that was followed by the study did not give equal number of samples to be selected from the two targeted areas. More samples were selected in Brighton in comparison to the theatre. Data collection can be improved by choosing the right sampling procedure and sample frame.

It is important to carry out an analysis of the median of young at heart and seniors to establish purchasing preferences of the choices where they prefer to buy Jonnies CD’s. That is to establish who among the two prefer the certain places in order to purchase Jonnies music’s. Using spearman correlation the findings were presented as in table 4.

Table 4 Spearman ranking of purchasing preferences

	young at heart	seniors
Spearman’s rho	young at heart	Correlations Coefficient	1.000	.948**
Sig. (2-tailed)	.	.000
N	15	15
Seniors	Correlation Coefficient	.948**	1.000
Sig. (2-tailed)	.000	.
N	15	15
**. Correlations are significant at level of 0.01 (2-tailed).

Figure 4 shows that there is close relation between purchasing preferences of places the young at heart and seniors wish to buy Jonnies products. That clearly shows that there is no difference where the senior and the young of heart wish to buy Jonnies CD’s.

The study did an analysis of ranking of different listening preferences among the seniors and young of hearts. It is important to establish in establish the king of Jonnies music is mostly preferred by the two groups. Findings of the spearman’s ranking were presented in table 5.

Table 5 Spearman ranking of median listening preferences

	Young at heart	Seniors
Spearman’s rho	Young at heart	Correlations Coefficient	1.000	.945**
Sig. (2-tailed)	.	.000
N	16	16
Seniors	Correlation Coefficient	.945**	1.000
Sig. (2-tailed)	.000	.
N	16	16
**. Correlation is significant at level of 0.01 (2-tailed).

Table 5 shows close relationship between listening preferences of young at heart and seniors on various types of Jonnies products. The findings clearly show there is no clear difference in listening preference choices between Senior and Young at hearts. That means all the Jonnies products can be bought.

Table 6 shows a cross tabulations to show differences in purchasing preferences between senior and young at hearts.

Table 6 cross tabulations

young at heart * seniors Cross tabulation
Count
	Seniors	Total
Retail	concert	online	Mail	Phone
young at heart	Retail	1	0	0	0	0	1
concert	1	2	0	0	0	3
online	0	0	2	0	0	2
mail	0	0	2	2	0	4
phone	0	0	0	1	4	5
Total	2	2	4	3	4	15

Table 6 shows that a combined majority of the Jonnies products were bought from phone and online compared to the other preferred places. Majority of sales came from online and phone.

A cross tabulation was done to establish the number of listening preferences among senior and young at heart. The findings were reported in table 7.

Table 7 cross tabulations

Young at heart * Seniors Cross tabulation
Count
	Seniors	Total
Cassette	CD	Live	Digital	Radio
Young at heart	Cassette	3	2	0	0	0	5
CD	0	1	1	0	0	2
Live	0	0	2	2	0	4
Digital	0	0	0	3	0	3
Radio	0	0	0	0	2	2
Total	3	3	3	5	2	16

The table 7 shows that majority of listening preferences came from sale of cassettes and digital music’s. A combination of the two respondents gave a higher ranking in number.

The finding did have some relevancy because it clearly established from the primary data through observation the category of age that preferred Jonnies music. It also justified that more of the sales originate from digital and sell of cassettes as the preferred listening choices. The findings to indicate that radio and online are the preferred purchasing sites (López-Sintas J. et.al. 2014, 45). The rankings showed there is no significant difference between the seniors and young at heart in purchasing preference and listening preferences.

If additional value was needed for research data the research should have subjected the research instruments to validity and reliability. The contents should have been scrutinized to focus on its contents with aid of experts and supervisors (Lin, T. Hsu, J. & Chen, H. 2013, 34). A pre-retest method should have been subjected to the research instrument to establish its reliability (use of cronbach’s alpha tests) (Galuszka, P. 2015, 3)

Conclusion

The conclusion is based the recommendations and assumptions that tribute limited should do when marketing Jonnies music’s. They should focus on selling the music through nostalgia marketing strategy to the olden citizens. Tribute music of Jonnie is found the most preferred among the older citizens in the region. From the findings it clearly shows that citizens above 55 years are the ones purchasing the music. Use of technology and website is growing currently in the market it is important that Tribute Ltd take consideration of this. The focus should be on online and phones as a means of selling. Majority of sales were done through online and phones from the study. The company should use the internet to promote more sales online through digital means that targeted audiences can download easily. While planning for the sales they need to take consideration that competition and economic conditions will remain constant and favourable during the entire process.

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