Shopping orientation segmentation of the elderly consumer
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 1
Abstract
Elderly consumers are generally acknowledged as a growing force in the marketplace. Research on the elderly, to date, has been rather narrow in focus and considers this group as homogeneous. This research extends earlier research and identifies distinct sub-segments of elderly consumers, based on their shopping orientations. These segments are then profiled with respect to other aspects of their marketplace behavior. The results indicate a viable segment which should not be ignored by retailers.
Keywords
Product Category, Senior Citizen, Department Store, American Market Association, Shopping Behavior
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