Purpose – This study seeks to examine mature consumers' motives in the selection of apparel and footwear brands and reasons for patronizing department stores. Differences in brand‐choice motives are assessed among age cohort groups within the mature consumers segment as well as mature...

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...

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...

This work examines the ways in which the buying habits of baby boomers differ from the habits of their parents, detailing the ways in marketers can use the various insights in the book to market a broad range of goods and services

Purpose – Because the growth in the elderly population is a worldwide phenomenon, it is essential for businesses to develop an understanding of the older consumer market. Older consumers are especially important to companies operating in the pharmaceutical industry, since they spend more on...