Senior citizen discount programs: which seniors to target and why

Senior citizen discount programs: which seniors to target and why

Explores the use of senior citizen discount programs and asks who uses these programs and for what products and services. Reports on a study of female consumers 65 years and older conducted in a midwestern US city. Demonstrates that a segmentation approach based on product type is desirable inmarket...

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Veröffentlicht in:The Journal of consumer marketing 1993-01, Vol.10 (1), p.42-51
Hauptverfasser: Spiller, Lisa D., Hamilton, Richard A.
Format: Artikel
Sprache:eng
Schlagworte:
Age groups
Consumer behavior
Consumers
Demographics
Discounts
Education
Living arrangements
Market positioning
Market segmentation
Marketing
Nursing homes
Older people
Prescription drugs
Product lines
Restaurants
Retirement
Statistical analysis
Studies
Target markets
Travel
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Beschreibung
Zusammenfassung:Explores the use of senior citizen discount programs and asks who uses these programs and for what products and services. Reports on a study of female consumers 65 years and older conducted in a midwestern US city. Demonstrates that a segmentation approach based on product type is desirable inmarketing to older consumers. Discusses some potential bases for segmentation.
ISSN:0736-3761
2052-1200
DOI:10.1108/07363769310026566