Understanding the older consumer : the grey market / Barrie Gunter.

Format:

Book

Author/Creator:

Gunter, Barrie.

Series:

International series in social psychology

Language:

English

Subjects (All):

Older consumers--Great Britain.

Older consumers.

Marketing--Great Britain.

Marketing.

Consumer behavior--Great Britain.

Consumer behavior.

Great Britain.

Physical Description:

vi unnumbered pages, 182 pages ; 24 cm.

Place of Publication:

London ; New York : Routledge, 1998.

Summary:

There are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group.

He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences that will be invaluable to students of marketing, media and social psychology.

Contents:

1 The importance of the older consumer 1

2 Demographics and consumption patterns 19

3 Lifestyles, life stages and consumption 40

4 Leisure and media use 60

5 Representation and image 89

6 The importance and effectiveness of advertising 122

7 The future and the older consumer 138.

Notes:

Includes bibliographical references (pages 146-172) and indexes.

ISBN:

0415186439

0415186447

OCLC:

40393066