Open AccessBusiness Opportunities In The Elderly Consumer Market
Author(s) -
Brian Davis
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v5i2.6364
Subject(s) - market segmentation , perspective (graphical) , marketing , diversity (politics) , business , consumer market , population , power (physics) , advertising , sociology , physics , demography , quantum mechanics , artificial intelligence , computer science , anthropology
The elderly market has received increased attention in recent years as the business community recognizes the size and buying power of this group. The diversity of the elderly population poses challenges for managers who wish to develop an understanding of this unique consumer group. A segmentation perspective is offered as a means to integrate divergent research findings by considering retail patronage motives of three groups of older shoppers. Recommendations are suggested to guide retail marketing efforts aimed at each of these segments.