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Segmenting the senior market: professional and social activity level


  • Bert Weijters


  • Maggie Geuens

    () (Vlerick Leuven Gent Management School)


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.

Suggested Citation

  • Bert Weijters & Maggie Geuens, 2003. "Segmenting the senior market: professional and social activity level," Vlerick Leuven Gent Management School Working Paper Series 2003-3, Vlerick Leuven Gent Management School.
  • Handle: RePEc:vlg:vlgwps:2003-3

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    References listed on IDEAS

    1. Brengman, Malaika & Geuens, Maggie & Weijters, Bert & Smith, Scott M. & Swinyard, William R., 2005. "Segmenting Internet shoppers based on their Web-usage-related lifestyle: a cross-cultural validation," Journal of Business Research, Elsevier, vol. 58(1), pages 79-88, January.
    2. Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 34-51, June.
    3. Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, Oxford University Press, vol. 25(2), pages 144-159, September.
    4. P. De Pelsmacker & M. Geuens & P. Anckaert, 2002. "Media context and advertising effectiveness: The role of context appreciation and context-ad similarity," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 02/162, Ghent University, Faculty of Economics and Business Administration.
    5. Meyers-Levy, Joan & Tybout, Alice M, 1997. " Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources," Journal of Consumer Research, Oxford University Press, vol. 24(1), pages 1-14, June.
    6. Schmitt, Bernd H & Zhang, Shi, 1998. " Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice," Journal of Consumer Research, Oxford University Press, vol. 25(2), pages 108-122, September.
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    Cited by:

    1. Květa Olšanová, 2012. "Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic," Central European Business Review, University of Economics, Prague, vol. 2012(3), pages 37-45.

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