Targeting the mature market: opportunities and challenges

George P. Moschis (Professor of Marketing and Director of the Center for Mature Consumer Studies at Georgia State University, Atlanta, USA)
Euehun Lee (Assistant Professor, Sejong University, Seoul, Korea)
Anil Mathur (Assistant Professor of Marketing, Hofstra University, Hempstead, New York, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 August 1997

Abstract

Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about marketing to the mature market. Highlights some of the key issues marketers are confronted with and discusses reasons for implementation of certain strategies. Concludes that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed. Uses the results of recent studies to illustrate how such target product‐specific strategies can be developed.

Keywords

Citation

Moschis, G., Lee, E. and Mathur, A. (1997), "Targeting the mature market: opportunities and challenges", Journal of Consumer Marketing, Vol. 14 No. 4, pp. 282-293. https://doi.org/10.1108/07363769710188536

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Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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