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- Title
Peut-on prédire la consommation des 50-65 ans à partir du critère du Bien Vieillir Désiré?
- Authors
Senges, Eloïse; Guiot, Denis; Malas, Ziad
- Abstract
50-65 years old people have become the most attractive target for Marketing to Seniors. As ageing is heterogeneous among them and as Aging Well is now a major societal issue, we investigate the relevance of Desired Aging Well to explain their consumption. Cluster analysis is used to confirm a posteriori its predictive role and clarify the nature of its influence on the formation of 4 profiles (the wealthy far-sighted, the dissatisfied passives, the lukewarm and the well-aging). Finally, managerial recommendations are suggested to help companies to use this criterion as a growth engine.
- Publication
Décisions Marketing, 2014, Issue 76, p13
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.076.13.28