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


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.



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.

Download as .RIS




Copyright © 1997, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.