The Mature Market
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Segmenting the Mature Market
Author | : Carol M. Morgan |
Publisher | : Irwin Professional Publishing |
Total Pages | : 363 |
Release | : 1993 |
Genre | : Business & Economics |
ISBN | : 9781557384485 |
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People over 50 account for 43 percent of all U.S. households and half of all discretionary income. This comprehensive market guide is based on the 50+ Studies, a unique mathematical psychological-based study of 3,000 seniors. By breaking down the market into key segments based on attitudes and motivations, as well as specific demographic and psychographic data, the authors reach a level of sophistication never before achieved in researching this market. Topics include detailed psychographic and demographic data; trends developing among senior segments; attitudinal and motivational factors for purchasing; marketing oppportunities to this population; and practical guidelines for reaching potential buyers.
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