Title

The elderly consumer market: a psychographic segmentation study

Date of Award

1977

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Business Administration

Advisor(s)

David Wileman

Keywords

Marketing, Geriatrics

Subject Categories

Marketing

Abstract

Growing in absolute numbers, the elderly represent an increasingly prominent sector of our contemporary society. Yet, despite this continued growth, the marketing community, to date, has not effectively responded to the needs and requirements of the older consumer. In this context, this study will attempt to investigate the composition of the elderly consumer market. Psychographics (opinions, attitudes, interests and beliefs) will form the principal segmentation mechanism.

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