A Multivariate Segmentation Model of the Older Uk Consumer Market.

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.



Citation:

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.

Authors

Lynn Sudbury, School of Management, Liverpool John Moores University, United Kingdom
Peter Simcock, School of Management, Liverpool John Moores University, United Kingdom



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness

Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University

Read More

Featured

Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products

Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA

Read More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.