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Segmenting the mature market : identifying, targeting and reaching America's diverse, booming senior markets
Carol M. Morgan,Doran J. Levy +1 more
TLDR
In this paper, the authors present a comprehensive market guide based on the 50+ Studies, a unique mathematical psychological-based study of 3,000 seniors, and break the market into key segments based on attitudes and motivations, as well as specific demographic and psychographic data.Abstract:
People over 50 account for 43 percent of all U.S. households and half of all discretionary income. This comprehensive market guide is based on the 50+ Studies, a unique mathematical psychological-based study of 3,000 seniors. By breaking down the market into key segments based on attitudes and motivations, as well as specific demographic and psychographic data, the authors reach a level of sophistication never before achieved in researching this market. Topics include detailed psychographic and demographic data; trends developing among senior segments; attitudinal and motivational factors for purchasing; marketing oppportunities to this population; and practical guidelines for reaching potential buyers.read more
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Market segmentation based on age and attitude toward the past: Concepts, methods, and findings concerning nostalgic influences on customer tastes
TL;DR: In this article, a reanalysis of data reported in another context is presented, which replicates both the age-related preference peak and the nostalgic shift due to attitude toward the past, and suggests the possibly dramatic implications that such findings might carry for the formulation of marketing strategy in the areas of entertainment, the arts, and other media related offerings.
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Age- and gender-based market segmentation: a structural understanding.
TL;DR: In this article, the implicit assumptions made in previous age-and gender-related studies were examined and a well-established marketing theory was employed to compare age and gender-based market segments.
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Media credibility and informativeness of direct-to-consumer prescription drug advertising
TL;DR: Consumer perceptions of the media credibility and informativeness of direct-to-consumer prescription drug advertising (DTC advertising) are determined and how those perceptions are influenced by consumer predispositions and demographic characteristics, especially consumer age is examined.
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Grocery shopping and an ageing population: research note
TL;DR: In this paper, the authors focus on grocery shopping and an ageing population and hypothesize that as a population ages, there will be a change in preferences for certain service and product factors associated with grocery shopping.
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Silver dollars: the development of the US elderly market segment
TL;DR: In this article, the authors used a four-step adaptation of an existing framework, periodizing the segment's history into three phases: independence phase, mid-nineteenth century•1935; growing affluence phase, 1935•1965; and maturity phase, 1965 to present.