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The Aging Consumer: What′s all the Fuss About Anyway?

Richard C. Leventhal

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1990

286

Abstract

Argues that marketers must consider more than ever the aging consumer. Considers the three demographic issues which must be taken into account before a strategy can be developed: first, stereotypes regarding the aging consumer must be disregarded; second, the aging consumer is not an isolated entity; and third, the aging consumer of the future will be very different from the aging consumer of today. Examines issues such as segmentation by age, marital status, buying power, changes in the work ethic, health, all of which have implications for the marketer.

Keywords

Citation

Leventhal, R.C. (1990), "The Aging Consumer: What′s all the Fuss About Anyway?", Journal of Services Marketing, Vol. 4 No. 3, pp. 39-44. https://doi.org/10.1108/EUM0000000002517

Publisher

:

MCB UP Ltd

Copyright © 1990, MCB UP Limited

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