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- Title
The "Mature" Market.
- Authors
Hayward, Susan
- Abstract
This article reports that though marketers historically have been willing to write off consumers who have reached their fiftieth birthdays, the true potential of this population segment has finally been recognized--$800 billion is hard to miss. However, to reach this market effectively, one must learn to understand the people it comprises. After studying social values for all these years, it has been concluded that there are three main influences on the values of a person or a society at any given time. One of these, very popular with marketers, is lifestage. Someone fresh out of college has a different outlook on life than a middle-aged parent with several teenaged children. Characteristics and changes associated with the lifestage of the mature market of today are undeniably important. It is opined that mature consumers are affected by environmental characteristics. They focus on social security and medical insurance, legislation and crime; they are affected by technology and they have to cope with the effects of the changing economy.
- Subjects
CONSUMERS; TARGET marketing; CONSUMER behavior; SOCIAL security; SOCIAL values; OLDER people
- Publication
Marketing Research, 1989, Vol 1, Issue 3, p84
- ISSN
1040-8460
- Publication type
Article