DIMENSIONS OF THE MATURE MARKET

Misconceptions abound about the nature of mature market segments. Marketing to mature consumers does not mean marketing to the elderly, or to the poor. Our aging population is in a state of transition where long extensions of productive working lives will reshape product and market opportunities. Ma...

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Bibliographic Details
Published in:The Journal of consumer marketing 1986-03, Vol.3 (3), p.23-34
Main Author: Lazer, William
Format: Article
Language:English
Subjects:
Characteristics
Consumer behavior
Demographics
Income
Market segmentation
Market segments
Older people
Retirement Market
Senior Citizens Market
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Summary:Misconceptions abound about the nature of mature market segments. Marketing to mature consumers does not mean marketing to the elderly, or to the poor. Our aging population is in a state of transition where long extensions of productive working lives will reshape product and market opportunities. Mature market segments represent growth markets with high discretionary consideration. While a significantly larger proportion of mature households will enjoy substantial income increases, their economic well-being is more directly associated with wealth, assets, and financial obligations. Their consumption behavior is shaped by the existence of a mate, and their physical and psychological mobility.
ISSN:0736-3761
2052-1200
DOI:10.1108/eb008167