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THE ELDERLY: NEGLECTED BUSINESS OPPORTUNITIES

Ganesan Visvabharathy (Assistant Professor of Marketing at Northern Illinois University, DeKalb, IL)
David R. Rink (Professor of Marketing at Northern Illinois University, DeKalb, IL)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1984

Abstract

It is the intent of this article to show that the elderly, an important but neglected market segment, could be a viable segment for many businesses by the criteria of accessibility, responsiveness, identifiability, and size. This market itself comprises several segments, and these segments are identified. Finally, the article focuses on actions marketers can take in the component areas of marketing mix—product, price, promotion, place, and packaging—to meet the neglected needs of this consumer group. The paper emphasizes actions that not only contribute to the welfare of senior citizens, but are likely to be profitable as well.

Citation

Visvabharathy, G. and Rink, D.R. (1984), "THE ELDERLY: NEGLECTED BUSINESS OPPORTUNITIES", Journal of Consumer Marketing, Vol. 1 No. 4, pp. 35-46. https://doi.org/10.1108/eb008113

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Publisher

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MCB UP Ltd

Copyright © 1984, MCB UP Limited

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