search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Ahmad, R. |
| Title: | The older or ageing consumers in the UK: are they really that different? |
| Journal: | International Journal of Market Research
2002 : VOL. 44:3, p. 337-360 |
| Index terms: | UNITED KINGDOM OLD PEOPLE CONSUMERS COMPARATIVE RESEARCH COUNTRY COMPARISONS |
| Language: | eng |
| Abstract: | This article explores the characteristics and attractiveness of UK older consumers to marketers. It shows that the UK's ageing population is potentially a dominant segment of the consumer market of the future. However, it is hard to identify this group of consumers. The research demonstrates that UK companies do not have specific programmes to attract and keep older consumers. This is despite their acknowledging that older consumers are attractive. They regard older consumers merely as a segment of a wider consumer market. In this article, the various definitions of ageing are discussed and the prevailing methods of responding to the needs of older consumers are examined. |
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