The growing importance of older consumers (aged 50 and above) is evident to marketers in Europe, North America and parts of south east Asia and Australasia. Increasingly, many companies that provide goods and services for children are targeting grandparents in the older consumer market to...

The growing importance of older consumers (aged 50 and above) is evident to marketers in Europe, North America and parts of south east Asia and Australia. Increasingly, many companies that provide goods and services for children are targeting grandparents in the older consumer market to purchase...

Purpose – The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature....