How They're Acting Their Age

Moschis, George P.; Mathur, Anil
September 1993
Marketing Management;1993, Vol. 2 Issue 2, p40
Elderly Americans will become a more powerful political, social, and economic force in coming decades, and a critically important market for consumer products and services. Yet, typical strategies for reaching that market rely on relatively simple segmentation statistics, such as age groups or, more recently, psychographic and lifestyle models, that do not adequately profile the mature-consumer market's substantial heterogeneity. Gerontographic segmentation, however, is a new approach proving to be a more powerful tool for describing elderly consumers' diverse needs and preferences. Here's what gerontographics means to day-to-day marketing strategy and tactics, and how it can help to forecast emerging market trends, according to its originator. INSETS: Modeling Elderly Behavior.;About the Authors..


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