Segmenting the mature market
Subtitle: identifying, targeting, and reaching America's diverse, booming senior markets
By: Carol M. Morgan, Doran J. Levy.
Contributors: Levy, Doran J.
Publisher: Probus Pub. Co.
Published: 1993
Place of publication: Chicago, Ill
Language: eng
Number of pages: 363
Subjects: Market segmentation -- United States.; Older consumers -- United States.
Description: It's no wonder that in recent years the mature market has become the most sought after market segment among advertisers and marketers: this segment accounts for 43 percent of all U.S. households and controls 50 percent of all discretionary income - and it's growing. How can we find out what really motivates the growing market, one that is still in the process of evolving?

Unlike other books on the senior population, Segmenting the Mature Market provides a radically new and deepened perspective on the over-50 market. The mature market will continue to grow with the influx of the baby-boom generation moving into this older segment. Based on the authors' 50+ segmentation strategy, Segmenting the Mature Market provides a level of sophistication never before achieved on this market.

This unique psychology-based, statistical study surpasses traditional segmentation research by defining this market through attitudinal and motivational segmentation, including: Attitudes toward Self and Finance - The Upbeat Enjoyer, The Insecure, The Threatened Active, The Financial Positive; Attitudes toward Health - The Proactive, The Faithful Patient, The Optimist, The Disillusioned; and Attitudes toward Food and Nutrition - The Nutritional Concerned, The Fast and Healthy, The Traditional Couponers.

Authors and segmentation experts Carol M. Morgan and Doran J. Levy not only identify and describe these unique segments, but link them to specific trends, brand loyalty, media usage, activities, purchasing behavior and demographic characteristics.

This highly detailed and intelligent volume guides marketers and advertisers through the entire process of charting the course for cutting-edge strategies in marketing communication and new-product development. Filled with examples and figures, Segmenting the Mature Market is also a clearly organized, desktop reference that will be consulted over and over again - it is truly the state-of-the-art in market segmentation.
Notes: Includes bibliographical references and index.