Using gerontographics to explain consumer behaviour in later life: evidence from a Thai study

Abstract

Purpose

The purpose of this study is to test the efficiency of the “gerontographics” model in predicting selected consumer behaviours in older adults.

Design/methodology/approach

Through regression analysis, a large sample of older Thai adults is used to test the predictive power of gerontographics against predictive measures based on both chronological age and cognitive age.

Findings

The findings of the study show that the gerontographics model is more powerful in predicting certain types of older adults’ consumer behaviour than chronological age or cognitive age.

Originality/value

These findings have implications for marketing and business strategies because they suggest that gerontographics segmentation may be a more useful and effective way to segment older consumers.

Citation

Sthienrapapayut, T., Moschis, G.P. and Mathur, A. (2018), "Using gerontographics to explain consumer behaviour in later life: evidence from a Thai study", Journal of Consumer Marketing, Vol. 35 No. 3, pp. 317-327. https://doi.org/10.1108/JCM-02-2017-2083