Marketing financial services to mature consumers

Abstract

The aging population in the United States makes skill in marketing to the mature consumer increasingly important. The biophysical and psychosocial aging process creates a need for specific strategies to address the changes brought on by age. Attempts to ascertain the degree to which the financial services industry recognizes some of the needs of the elderly market and the degree to which marketing programs are addressing these needs. The results show that financial services marketers have been slow in implementing strategies which might help them better attract and serve the mature consumer, when compared with other industries. While this industry has done an excellent job in developing products which appeal to older consumers, they appear to be lacking in special assistance to mature consumers and training to support such assistance. Provides managerial implications stressing specific areas for improvement.

Citation

Kennett, P.A., Moschis, G.P. and Bellenger, D.N. (1995), "Marketing financial services to mature consumers", Journal of Services Marketing, Vol. 9 No. 2, pp. 62-72. https://doi.org/10.1108/08876049510086026