Senior citizen discount programs: which seniors to target and why

Abstract

Explores the use of senior citizen discount programs and asks who uses these programs and for what products and services. Reports on a study of female consumers 65 years and older conducted in a midwestern US city. Demonstrates that a segmentation approach based on product type is desirable inmarketing to older consumers. Discusses some potential bases for segmentation.

Citation

Spiller, L.D. and Hamilton, R.A. (1993), "Senior citizen discount programs: which seniors to target and why", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 42-51. https://doi.org/10.1108/07363769310026566