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Segmenting the senior market: professional and social activity level

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Author Info
Bert Weijters ()
Maggie Geuens () (Vlerick Leuven Gent Management School)

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Abstract

A segmentation of the senior market is presented based on two dichotomous variables: social and professional activity / inactivity. The resulting four groups are labeled socially active employees, socially passive employees, socially active retirees and socially passive retirees. By means of analyses of variance, the main and interaction effects of the two segmentation bases on a wide range of consumer behavior related variables are investigated. Significant relations are found for (among others) personality, values, discretionary time, discretionary income, cognitive age, media usage, several aspects of purchasing behavior, and leisure activities.

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Publisher Info
Paper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number 2003-3.

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Length: 21 pages
Date of creation: 28 Jan 2003
Date of revision:
Handle: RePEc:vlg:vlgwps:2003-3

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  1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July. [Downloadable!] (restricted)
  2. Wilkes, Robert E, 1992. " A Structural Modeling Approach to the Measurement and Meaning of Cognitive Age," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(2), pages 292-301, September.
  3. Wilkes, Robert E, 1995. " Household Life-Cycle Stages, Transitions, and Product Expenditures," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 22(1), pages 27-42, June.
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