Identifying mature segments

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.

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