Abstract: Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and response to others. Integrates methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers.
Publication Year: 1991
Publication Date: 1991-04-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 124
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