The Methuselah market

Tynan, Caroline; Drayton, Jennifer L.

doi:10.1080/0267257x.1985.9963976

Cited by 15 publications

(6 citation statements)

References 13 publications

(17 reference statements)

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“…In terms of UK older consumers, only one study (Tynan and Drayton, 1985a, b) identified a potentially important segment for a variety of products and services, known as “Methuselahs”, which although it had some similarities to Schiffman and Sherman's (1991) American “new age elderly”, it also exhibited significant differences. Other than Tynan and Drayton's work, there is only one known piece of commercial research to have identified segments of older UK consumers (Silman and Poustie, 1994), which used the target group index to identify five segments which differ solely on the basis of attitudes toward money, travel, and media.…”

Section: Segmentation Of Older Consumersmentioning

confidence: 99%

A multivariate segmentation model of senior consumers

Sudbury

Simcock

2009

Journal of Consumer Marketing

102

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Purpose -The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature. Design/methodology/approach -A self-complete questionnaire was administered to an age-based quota sample of 650 older consumers (aged 50-79) in the UK. Using the age and consumer behaviour variables, cluster analysis was performed. The clusters were then profiled using ANOVA, Kruskal-Wallis and x 2 techniques, using those variables not included in the initial analysis. Findings -The results confirmed that the older consumer market is not homogeneous. Rather, five distinct segments emerged which differ considerably from one another on a range of variables, including consumer behaviours. Practical implications -The model has practical implications for targeting older consumers, and the paper provides guidelines on how to reach the different segments. Originality/value -The paper, the result of the largest known empirical study into older consumers in the UK, provides a comprehensive segmentation model that overcomes many of the limitations of previous segmentation studies pertaining to older adults. It also fills a research gap noted by several previous researchers in that a variety of different types of age are utilised.

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Section: Segmentation Of Older Consumersmentioning

confidence: 99%

A multivariate segmentation model of senior consumers

Sudbury

Simcock

2009

Journal of Consumer Marketing

102

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“…The traditional approaches to segmenting older consumers involve the use of demographic, socio-economic and psychographic variables such as: age bands (Treguer, 2002), lifestyle segmentation variables (Hesse, 1991), gerontographics (Moschis, 1993(Moschis, , 1996, level of professional and social activity (Weijters and Geuens, 2003), benefit segmentation (Haley, 1984;Tynan and Drayton, 1985;Loker and Perdue, 1992), discretionary income, discretionary time, response to others, and state of health (Bone, 1991).…”

Section: Segmenting the Grey Marketmentioning

confidence: 99%

Grey consumers are all the same, they even dress the same – myth or reality?

Mumel

Prodnik

2005

Journal of Fashion Marketing and Management: An International Journal

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Purpose -The purpose of this research was to test the statement. "All older people are the same" and answer the question if professional and social activity play an important role in dividing the respondents into different segments in the field of apparel shopping. We examined seven aspects of apparel consumer behaviour: where do our respondents buy apparel and how often in each retail place, do they like shopping, how often they buy apparel, how much they spend, who/what influence them to buy, who/how influence on their clothing style and other statements about consumer behaviour related with apparel. Design/methodology/approach -First, the results of 271 older consumers of apparel through multiplicity sample were collected. Then an a priori segmentation based on social and professional activity was conducted. Findings -Based on the survey, it can be concluded that it is not true that "all older people are the same", as far, as the apparel business is concerned. The population observed is not homogeneous, although the differences are not so obvious and numerous as one could expect. Research limitations/implications -This paper demonstrates a simple a priori segmentation based on professional and social activities of respondents. In further research it is inevitably to compare results with a posteriori segmentation based on cluster analysis or discriminant analysis. Practical implications -The results are useful for product, place, price, and promotion management and through this for planning differential marketing mixes for separate older consumer segments. Originality/value -The value of this article is to extend our knowledge in the field of apparel behaviour of older consumers, and to demonstrate how useful could be just two simple questions (about professional and social activities) in differentiating older consumers regarding apparel behaviour.

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“…Traditionally the 'older consumer' has been described as neglected, rarely being offered products or services specifically developed or marketed towards their needs (Phillips & Sternthal, 1977). This is despite being healthy, active consumers and providing many opportunities for marketers and the economy (Tynan & Drayton, 1985). Recent debates have acknowledged the importance of further understanding the lived experiences of ageing consumers, with a view to capturing product use in relation to well-being (Ford et al, 2016;Stone & Gould, 2016).…”

Section: Introductionmentioning

confidence: 99%

‘I am the master of my fate’: digital technology paradoxes and the coping strategies of older consumers

Wilson-Nash

Tinson

2021

Journal of Marketing Management

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The UK Government and charity-based initiatives encourage the use of digital devices to improve connectivity and address health care challenges across an escalating, ageing population. However, research on the lived experiences of older adults using technology is limited. The aim of this study is to build on technology paradox theory to provide a greater understanding of older adults' use of digital devices and the associated coping strategies that are adopted. A qualitative approach, employing event-based diaries, reveals functional, social and psychological paradoxes as well as influences on self-worth. The findings also identify how older adults adapt to the challenges of such technology paradoxes by developing novel coping strategies such as, adjusting and acceptance. Furthermore, implications for policy and practice are established.

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The Methuselah market

Cited by 15 publications

References 13 publications

A multivariate segmentation model of senior consumers

A multivariate segmentation model of senior consumers

Grey consumers are all the same, they even dress the same – myth or reality?

‘I am the master of my fate’: digital technology paradoxes and the coping strategies of older consumers

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