Older adults’ responses to direct marketing methods

Publisher Website
Google Scholar
Abstract
This research summarizes the results of a national study examining older adults’ responses to direct marketing methods. The study found that older consumers most likely to be receptive to direct methods of product/service acquisition tend to live alone, in rural areas, and be retired. They tend also to be price-conscious, convenience-oriented, and have favorable attitudes toward use of credit. Implications for direct marketers are suggested.

This publication has 6 references indexed in Scilit: