Understanding the Older Consumer - The Grey Market (Paperback)

There are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences that will be invaluable to students of marketing, media and social psychology.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	International Series in Social Psychology
Release date:	September 1998
First published:	1998
Authors:	Barrie Gunter
Dimensions:	234 x 156 x 10mm (L x W x T)
Format:	Paperback
Pages:	188
ISBN-13:	978-0-415-18644-5
Categories:	Books > Social sciences > Sociology, social studies > Anthropology > General Books > Social sciences > Sociology, social studies > Social issues > Consumer issues Books > Social sciences > Sociology, social studies > Social groups & communities > Age groups > Adults > Elderly Promotions
LSN:	0-415-18644-7
Barcode:	9780415186445

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