Gerontrographics: a scientific approach to analysing and targeting the mature market

Abstract

Presents a new way of segmenting the mature market. Develops a segmentation model based on research in various disciplines and uses data from several studies to validate it. Suggests that the model is more effective than some commonly used approaches, not only in identifying prime segments for products and services, but also in suggesting viable marketing strategies for reaching specific segments of older consumers.

Citation

Moschis, G.P. (1993), "Gerontrographics: a scientific approach to analysing and targeting the mature market", Journal of Consumer Marketing, Vol. 10 No. 3, pp. 43-53. https://doi.org/10.1108/07363769310041983