Is lifestyle an important factor in the purchase of OTC drugs by the elderly?

Lois Shufeldt (College of Business Administration, Southwest Missouri State University, Springfield, Missouri, USA)
Barbara Oates (College of Business Administration, Texas A&M University, Kingsville, Texas, USA)
Bobby Vaught (College of Business Administration, Southwest Missouri State University, Springfield, Missouri, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1998

Abstract

The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and opinions (AIO) questionnaire from 386 respondents provided data to identify five distinct groups of elderly shoppers. Significant differences were found among the five lifestyle clusters with regard to the perceived importance of various factors which influence purchase behavior: price, commercial influences, and personal influences.

Keywords

Citation

Shufeldt, L., Oates, B. and Vaught, B. (1998), "Is lifestyle an important factor in the purchase of OTC drugs by the elderly?", Journal of Consumer Marketing, Vol. 15 No. 2, pp. 111-124. https://doi.org/10.1108/07363769810210304

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Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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