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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

967

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

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