The Methuselah Market Part II: Decision making and the older consumer

Tynan, Caroline; Drayton, Jennifer L.

doi:10.1080/0267257x.1985.9963986

Cited by 7 publications

(3 citation statements)

References 14 publications

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“…In terms of UK older consumers, only one study (Tynan and Drayton, 1985a, b) identified a potentially important segment for a variety of products and services, known as “Methuselahs”, which although it had some similarities to Schiffman and Sherman's (1991) American “new age elderly”, it also exhibited significant differences. Other than Tynan and Drayton's work, there is only one known piece of commercial research to have identified segments of older UK consumers (Silman and Poustie, 1994), which used the target group index to identify five segments which differ solely on the basis of attitudes toward money, travel, and media.…”

Section: Segmentation Of Older Consumersmentioning

confidence: 99%

A multivariate segmentation model of senior consumers

Sudbury

Simcock

2009

Journal of Consumer Marketing

104

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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.

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Section: Segmentation Of Older Consumersmentioning

confidence: 99%

A multivariate segmentation model of senior consumers

Sudbury

Simcock

2009

Journal of Consumer Marketing

104

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“…Later on, in the 1980s, several reviews focused on summarizing empirical results from studies, which examined discrepancies in behavior and/or decision making due to chronological age (e.g. Schewe 1984;Tynan and Drayton 1985). In this context, Tongren (1988) demonstrated that results on behavioral differences between older and younger consumers are not consistent.…”

Section: Introductionmentioning

confidence: 99%

It’s not how old you are but how you are old: A review on aging and consumer behavior

Zniva

Weitzl

2016

Manag Rev Q

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The paper presents a review of 128 studies on the behavior of older consumers published in the last 35 years (from 1980 to 2014) in 35 peer-reviewed journals. The purpose of the procedure is twofold: First, we aim to summarize results on agerelated changes in consumer research. Second, by doing so, we evaluate the relative importance of age-related factors (chronological, biological, psychological, and social age as wells as life events and life circumstances) in research on older consumers. Results of the review show that research on older consumers is still dominated by investigations using chronological age. Influences of other aspects of the aging process, although recommended by previous research reviews and providing valuable insights, are still playing a minor role in the investigation of consumer behavior. Research with alternative age measures is still in an early, exploratory stage and future studies should include specific aspects as well as multitheoretical models of aging.

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“…values, attitudes, and personality traits) and gerontographics (e.g. life changing events and experiences) gave a more actionable basis for segmentation Tynan & Drayton, 1985a, 1985b. For example, segmented older persons based on general attitude statements towards food and eating, such as 'I'm willing to pay more for easy-to-prepare foods,' 'I am trying to cut down on the amount of salt I consume,' and 'Eating at restaurants is too expensive.'…”

Section: Introductionmentioning

confidence: 99%

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

Uijl¹,

Louise²

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The Methuselah Market Part II: Decision making and the older consumer

Cited by 7 publications

References 14 publications

A multivariate segmentation model of senior consumers

A multivariate segmentation model of senior consumers

It’s not how old you are but how you are old: A review on aging and consumer behavior

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

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