Gerontrographics: a scientific approach to analysing and targeting the mature market
- 1 March 1993
- journal article
- research article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 10 (3) , 43-53
- https://doi.org/10.1108/07363769310041983
Abstract
Presents a new way of segmenting the mature market. Develops a segmentation model based on research in various disciplines and uses data from several studies to validate it. Suggests that the model is more effective than some commonly used approaches, not only in identifying prime segments for products and services, but also in suggesting viable marketing strategies for reaching specific segments of older consumers.Keywords
This publication has 2 references indexed in Scilit:
- The aging consumer: what’s all the fuss about anyway?Journal of Consumer Marketing, 1991
- On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)Journal of Consumer Research, 1990