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Identifying mature segments

Paula Fitzgerald Bone (Assistant Professor of Marketing at West Virginia University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1991

Abstract

Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and response to others. Integrates methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers.

Keywords

Citation

Fitzgerald Bone, P. (1991), "Identifying mature segments", Journal of Consumer Marketing, Vol. 8 No. 4, pp. 19-32. https://doi.org/10.1108/07363769110035126

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited