Lifestyles of Older Americans
Patricia Sorce
(Assistant Professor of Marketing in the College of Business at Rochester Institute of Technology)
Philip R. Tyler
(Associate Professor of Marketing in the College of Business at Rochester Institute of Technology)
Lynette M. Loomis
(Assistant Executive Director of Marketing and Planning of the Rochester Chapter of the American Red Cross)
265
Abstract
Examines an attempt to define segments within the Older American market based on lifestyle variations. Identifies four clusters with significant marketing potential: Self‐Reliants, Active Retirees, Family Oriented, and Young and Secures. Concludes that lifestyle variables should be used to segment the market, the difficulties in using them indicating a need for a standardized lifestyle inventory for the Older American market.
Keywords
Citation
Sorce, P., Tyler, P.R. and Loomis, L.M. (1989), "Lifestyles of Older Americans", Journal of Consumer Marketing, Vol. 6 No. 3, pp. 53-63. https://doi.org/10.1108/EUM0000000002555
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited