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| Author: | Long, N. |
| Title: | Broken down by age and sex - exploring the ways we approach the elderly consumer |
| Journal: | Journal of the Market Research Society
1998 : APR, VOL. 40:2, p. 73-91 |
| Index terms: | Markets Market segmentation Consumers Market research United Kingdom Europe |
| Freeterms: | Target markets Older people |
| Language: | eng |
| Abstract: | This paper examines the Grey market, exploring whether or not it exists as discrete sector and whether the conventional age band structure is the most useful way of segmenting it. It is suggested that marketers and advertisers have failed to exploit the size and wealth of the sector and described the use of an experimental approach called 'turnstile interviewing' to help understanding of the generation gap. |
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