Сегментация по выгодам: потенциально полезная техника сегментирования и таргетирования пожилых потребителей 
Ahmad R.

Обзор литературы;
Ограничения психографических переменных;
Пример эмпирического исследования;

Аннотация

В настоящее время в Великобритании насчитывается примерно 20 млн человек в возрасте 50 лет и старше. Ожидается, что к 2021 году их число составит 25 млн человек. Пожилые люди открывают новые рыночные возможности, и компании, которые их игнорируют, сильно рискуют. Обзор литературы показывает, что современные взгляды маркетологов на пожилых потребителей построены вокруг их личных характеристик с учетом социально-экономических, демографических и психографических данных. Для простоты маркетологи рассматривают пожилых потребителей так же, как и остальной потребительский рынок, и дифференцируют их только по возрасту. В данной статье автор рассматривает возможности применения техники сегментации по выгодам для сегментирования и таргетирования пожилых потребителей Великобритании.

Журнал: «Маркетинг-дайджест» — №1, 2004 (© Издательский дом Гребенников)
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Ahmad Rizal

Преподаватель маркетинга в Кентском университете (Великобритания). Область его исследовательских интересов - менеджмент удержания клиентов и маркетинг для пожилых потребителей.