A Multivariate Segmentation Model of the Older Uk Consumer Market.

Lynn Sudbury, School of Management, Liverpool John Moores University, United Kingdom
Peter Simcock, School of Management, Liverpool John Moores University, United Kingdom
Although the importance of older consumers to marketers is well documented, there exists a relative paucity of UK-based empirical studies into the attitudes, values, and behaviours of these consumers. Moreover, these consumers are often treated as a homogenous mass. Based on an extensive survey into a range of socio-demographic, biophysical, socio-psychological, psychographic, and behavioural variables amongst adults aged between 50 and 79 years (n = 650), this study confirms that the older consumer market is not homogeneous. Rather, analysis of the data leads to the first comprehensive segmentation model of the older consumer market in the UK.
[ to cite ]:
Lynn Sudbury and Peter Simcock (2007) ,"A Multivariate Segmentation Model of the Older Uk Consumer Market.", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 286-287.