Understanding the Older Consumer: The Grey Market
In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of the older consumer. 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, Barrie Gunter shows how 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.
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The importance of the older consumer
Demographics and consumption patterns
Lifestyles life stages and consumption
Leisure and media use
Representation and image
The importance and effectiveness of advertising
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activities age differences age-group aged 50 aged 65 ageism analysis attitudes average brands Britain cognitive consumer behaviour consumerism content analysis decline demographic dependent disengagement effective elderly empty nest expenditure experience factors found that older Fouts Gerbner Gerontology grey market household important income increased indicated individuals information sources interest Kubey labelling theory labels leisure less lifestyle live Lumpkin magazine market segment mass media mature market Moschis motives negative newspapers occupational pensions old age older adults older characters older consumers older person older viewers particular patterns perceived perceptions population portrayal of older portrayed positive preferences products and services programmes psychographic psychological purchase radio represent respondents retail retirement role Rubin and Rubin Schiffman significant significantly situation comedies soap operas social society spend spokespersons stage stereotypes survey television advertising television viewing tend Third Age types values watching television young younger consumers
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