Purpose – While the mature consumer segment (55‐and‐older) is rapidly growing in size, so too are their preferences, motives and spending patterns. The health‐care product and services industry, an industry driven by age, is no exception to the need to identify and accurately target this...

The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate...

Presents a current overview of the issues and available knowledge regarding marketers understanding of how to reach older consumers. Presents contradictory beliefs about older consumers and various methods for marketing to them. Offers reasons for these contradictions, and presents a blueprint...

Presents a new way of segmenting the mature market. Develops a segmentation model based on research in various disciplines and uses data from several studies to validate it. Suggests that the model is more effective than some commonly used approaches, not only in identifying prime segments for...

Factors such as retirement and declining health may trigger older Americans to move into retirement housing. Most mature consumers make this decision in consultation with their family. Understanding the timing and decision‐making process is necessary to properly position and promote retirement...

Purpose: This study aims to show how the increasingly popular life course paradigm (LCP) can be employed as an alternative to the successful aging perspective (SAP) as an overarching conceptual research framework to study elderly consumers' financial well-being. Design/methodology/approach: A...

Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these contradictions and stereotypes. Suggests a method for aiding decision makers evaluating...

Discusses a new method of market segmentation in the mature market. Develops a model based on research in various disciplines and data from various studies. Suggests that this model is more effective than some traditional methods, not only in identifying segments but also in choosing marketing...