Lifestyles of Older Americans
- 1 March 1989
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 6 (3) , 53-63
- https://doi.org/10.1108/eum0000000002555
Abstract
Examines an attempt to define segments within the Older American market based on lifestyle variations. Identifies four clusters with significant marketing potential: Self‐Reliants, Active Retirees, Family Oriented, and Young and Secures. Concludes that lifestyle variables should be used to segment the market, the difficulties in using them indicating a need for a standardized lifestyle inventory for the Older American market.Keywords
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