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Bargain Hunting Belongers and Positive Pioneers: Key Silver Market Segments in the UK

In: The Silver Market Phenomenon

Author

Listed:
  • Lynn Sudbury

    (Liverpool John Moores University)

  • Peter Simcock

    (Liverpool John Moores University)

Abstract

Although the importance of older consumers to marketers is well-documented, there exists a relative paucity of UK-based empirical studies into the attitudes, values, and behaviours of these consumers. Moreover, silver consumers are often treated as a homogeneous mass. Based on an extensive survey into a range of socio-demographic, health and physical, socio-psychological, psychographic, and behavioural variables amongst adults aged between 50 and 79 years (n = 650), this study confirms that the older consumer market is not homogeneous. Rather, analysis of the data leads to the first comprehensive segmentation model of the older consumer market in the UK. This chapter profiles two of the major segments to emerge from this analysis, which differ considerably from each other on a range of variables, including consumer behaviours. The marketing implications for targeting these different segments are discussed.

Suggested Citation

  • Lynn Sudbury & Peter Simcock, 2011. "Bargain Hunting Belongers and Positive Pioneers: Key Silver Market Segments in the UK," Springer Books, in: Florian Kohlbacher & Cornelius Herstatt (ed.), The Silver Market Phenomenon, edition 2, chapter 0, pages 195-201, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-14338-0_14
    DOI: 10.1007/978-3-642-14338-0_14
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