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Centre for Policy on Ageing | |
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| Fifty-plus lifegroups: segmenting the grey market | | Author(s) | Marylyn Carrigan |
| Corporate Author | Department of Commerce, Birmingham Business School, University of Birmingham |
| Publisher | University of Birmingham, Birmingham, February 1997 |
| Pages | 37 pp (Working papers in commerce, WPC 97/03) |
| Source | Department of Commerce, Birmingham Business School, University of Birmingham, Edbaston, Birmingham B15 2TT. |
| Keywords | Consumer ; Social characteristics [elderly] ; Sport ; Marketing. |
| Annotation | Changes in worldwide demographic trends have resulted in a growth in the grey market: consumers aged over 50. Although many industries recognise the marketing opportunity this represents, there remains a general lack of understanding of the needs of the grey consumer. A common failing is the tendency to approach the over-fifties as a homogeneous, hard-to-please group. Sports centres in particular have a product which is particularly attractive to the grey consumer, but one that is often marketed inappropriately to this group. This paper examines the growing phenomenon of older consumers; identifies key issues related to understanding the fifty-plus consumer; outlines a useful segmentation approach to identify target groups within the grey market, and demonstrates how this might be applied to segmenting the over-fifties market for sports centres. (RH). |
| Accession Number | CPA-980113213 B |
| Classmark | WY: F: HT: WU6 |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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