Perceived value is an extremely important concept in marketing and many authors have dealt with it in recent years. In Slovenia perceived value of product is a rather neglected aspect of the research. Moreover, nobody has empirically researched the impact of individual factors on perceived value of a product. The researched target group was students -the fastest growing segment among the users of mobile phones in Slovenia. In their research the authors focused on two of the perceived value impact factors: perceived product quality and perceived risk. Based on literature and our own findings, their main researched objective was to design the model of relationships among perceived value, perceived quality and perceived risk. After the model had been tested with the method of structural equation modeling (LISREL 8.0), the authors found that statistically significant relationships (positive and negative, direct and indirect) among the concepts researched exist.

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The authors concentrate on the importance of service quality elements in health spas. In the introduction the authors describe general characteristics of the health spa industry in Slovenia. They also point out the expanding emphasis on the service elements of products, their perceived quality and their influence upon the management practices of organisations. The main characteristics of the theoretical discussion on quality of services are presented, as well as the background of the research project. This 1999 study was a replication of part of a research project on the health spa industry in Slovenia conducted in 1991 using the SERVQUAL instrument. The project dealt with the assessment of the overall service quality in two health spas, the identification of important profiles of health spa service quality components and the identification of possible differences between important profiles of service quality components identified in 1991 and those seen in 1999. Most of the important differences in the structure of the service quality elements emerged during the interval between both research projects.

Purpose -The purpose of this research was to test the statement. "All older people are the same" and answer the question if professional and social activity play an important role in dividing the respondents into different segments in the field of apparel shopping. We examined seven aspects of apparel consumer behaviour: where do our respondents buy apparel and how often in each retail place, do they like shopping, how often they buy apparel, how much they spend, who/what influence them to buy, who/how influence on their clothing style and other statements about consumer behaviour related with apparel. Design/methodology/approach -First, the results of 271 older consumers of apparel through multiplicity sample were collected. Then an a priori segmentation based on social and professional activity was conducted. Findings -Based on the survey, it can be concluded that it is not true that "all older people are the same", as far, as the apparel business is concerned. The population observed is not homogeneous, although the differences are not so obvious and numerous as one could expect. Research limitations/implications -This paper demonstrates a simple a priori segmentation based on professional and social activities of respondents. In further research it is inevitably to compare results with a posteriori segmentation based on cluster analysis or discriminant analysis. Practical implications -The results are useful for product, place, price, and promotion management and through this for planning differential marketing mixes for separate older consumer segments. Originality/value -The value of this article is to extend our knowledge in the field of apparel behaviour of older consumers, and to demonstrate how useful could be just two simple questions (about professional and social activities) in differentiating older consumers regarding apparel behaviour.