Understanding the older consumer : the grey market
著者
書誌事項
Understanding the older consumer : the grey market
（International series in social psychology）
Routledge, 1998
- : hbk
- : pbk
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注記
Includes bibliographical references (p. [146]-172) and indexes
内容説明・目次
- 巻冊次
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: hbk ISBN 9780415186438
内容説明
This volume presents an examination of the demographic, behavioural and psychological profiles of older consumers. 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.
- 巻冊次
-
: pbk ISBN 9780415186445
内容説明
In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of the older consumer. 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, Barrie Gunter shows how 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.
目次
- Chapter 1 The importance of the older consumer
- Chapter 2 Demographics and consumption patterns
- Chapter 3 Lifestyles, life stages and consumption
- Chapter 4 Leisure and media use
- Chapter 5 Representation and image
- Chapter 6 The importance and effectiveness of advertising
- Chapter 7 The future and the older consumer
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