haku: @indexterm MARKET SEGMENTATION / yhteensä: 478
viite: 274 / 478
| Tekijä: | Tynan, C. |
| Otsikko: | Marketing to the older consumer: a qualitative perspective |
| Lehti: | Management Decision
1990 : VOL. 28:6, p. 34-41 |
| Asiasana: | CONSUMERS MARKETING MARKETING INFORMATION MARKET SEGMENTATION DEMOGRAPHY TRANSPORT |
| Kieli: | eng |
| Tiivistelmä: | Older consumers, that is, those people nearing or at retirement age, are increasingly being recognized as an important market segment. This segment is reviewed and some ways for the marketer to approach it are suggested. Focus group interviews were chosen as being the means of gaining insight into this market. Attitudes to retirement were examined. The respondents were prompted to discuss retirement-related changes to the furniture, furnishings and equipment used in the home. The key decision concerning property was whether to move or to stay. All the groups considered good health to be very important. The market for holidays is large. Specific requirements for transport are also considered. |
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