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Segmenter le marché des 50-65 ans par la richesse économique

Author

Listed:
  • Denis Guiot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Ziad Malas

Abstract

Despite important economic inequalities, people aged 50 to 65 are the wealthiest age group in France. So, this group is suitable to study the fitness of economic variables in segmentation. In order to explain 9 consumption behaviours, we compare the predictive power of 4 economic variables to 13 other usual segmenting variables. First of all, the results prove the relative efficiency of these economic variables. Also, they underline that perceived wealth is as predictive as objective economic variables, especially concerning behaviours related to savings

Suggested Citation

  • Denis Guiot & Ziad Malas, 2012. "Segmenter le marché des 50-65 ans par la richesse économique," Post-Print hal-01649768, HAL.
    • Handle: RePEc:hal:journl:hal-01649768
    as

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