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Article
Publication date: 1 April 1998

Lois Shufeldt, Barbara Oates and Bobby Vaught

The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more…

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Abstract

The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and opinions (AIO) questionnaire from 386 respondents provided data to identify five distinct groups of elderly shoppers. Significant differences were found among the five lifestyle clusters with regard to the perceived importance of various factors which influence purchase behavior: price, commercial influences, and personal influences.

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Journal of Consumer Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 December 1996

Barbara Oates, Lois Shufeldt and Bobby Vaught

The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more…

4917

Abstract

The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and opinions (AIO) questionnaire from 386 respondents provided data to identify five distinct groups of elderly shoppers. Significant differences were found among the five clusters with regard to the perceived importance of various retail attributes which sell over‐the‐counter drugs: quality of store and personnel, store characteristics, and use of coupons and discounts.

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Journal of Consumer Marketing, vol. 13 no. 6
Type: Research Article
ISSN: 0736-3761

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