A multivariate segmentation model of senior consumers

Abstract

Purpose -The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature. Design/methodology/approach -A self-complete questionnaire was administered to an age-based quota sample of 650 older consumers (aged 50-79) in the UK. Using the age and consumer behaviour variables, cluster analysis was performed. The clusters were then profiled using ANOVA, Kruskal-Wallis and x 2 techniques, using those variables not included in the initial analysis. Findings -The results confirmed that the older consumer market is not homogeneous. Rather, five distinct segments emerged which differ considerably from one another on a range of variables, including consumer behaviours. Practical implications -The model has practical implications for targeting older consumers, and the paper provides guidelines on how to reach the different segments. Originality/value -The paper, the result of the largest known empirical study into older consumers in the UK, provides a comprehensive segmentation model that overcomes many of the limitations of previous segmentation studies pertaining to older adults. It also fills a research gap noted by several previous researchers in that a variety of different types of age are utilised.

A Life-Span Perspective on Life Satisfaction

“…This growing apart is also reflected in consumer research in terms of needs, lifestyle and consumption (Moschis, Lee, & Mathur, 1997;Sherman & Schiffman, 1991;Sudbury & Simcock, 2009). Although a number of studies show the elderly consumer segment to be heterogeneous, these segmentations usually present a snapshot of a particular moment and do not follow the development of individuals as they age and when or why they grow apart.…”

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

“…A popular belief that early adopters tend to be young led Rogers (2003) to a thorough review of the innovation literature, from where he confirmed, 'early adopters are no different from late adopters in age ' (p. 288). In other words, early adopters come in all ages and there are vast differences between groups of baby boomers, with some demonstrating relatively high levels of willingness to try new brands, while others are far less innovative (Sudbury & Simcock, 2009). Thus, H7: Market mavenism is positively related to willingness to try new brands.…”

Older adults, mealtime-related emotions, and functionalities : tailoring protein-enriched meals

“…Three segments were described: 'Nutrition concerned', 'Fast & healthy' and 'Traditional couponers'. Later, comprehensive segmentation models, using gerontographics of older Americans, were used by and Sudbury and Simcock (2009). Moschis divided the group of older persons into four segments that differed in level of financial independence, healthiness, isolation, socially withdrawnness, solitariness, activity, and acceptance of being 'old.…”

“…Moschis divided the group of older persons into four segments that differed in level of financial independence, healthiness, isolation, socially withdrawnness, solitariness, activity, and acceptance of being 'old. ' Sudbury and Simcock (2009) segmented 650 older persons (age 50-79y) based on variables reflecting the major dimensions of ageing and behavioural variables relevant for older adults. Five segments emerged that differed in, for example, general consumer behaviour and behaviour towards marketing campaigns.…”

“…The latter is troublesome given the risk for negative outcomes linked to inadequate protein intakes, such as loss of muscle mass (Deer & Volpi, 2015;Houston et al, 2008). In addition, this older group is highly heterogeneous (Morgan, 2003;Sudbury & Simcock, 2009), due to long and divergent ageing processes and life experiences/memories. It would therefore be relevant to tailor protein-rich foods to subgroups of older persons, as a first step in empowering them to better meet their food requirements (van der Zanden, van Kleef, .…”