Understanding the Older Consumer: The Grey Market (International Series in Social Psychology) - Hardcover

Gunter, Barrie

Hardcover

ISBN 10: 1138462624 ISBN 13: 9781138462625

Publisher: Routledge, 2017

Synopsis

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.

About this title

Review:

"My recommendation is to buy the book if you are interested in research concernin over-50s consumers....with references dating back to 1920, with almost 80 percent of those references dating between 1974 and 1993 and, finally, with those references including nearly every prominent consumer behavior researcher in the USA and the UK during those years, the book is definitely a "must-have" for current researchers in the field."-"Journal of Consumer Marketing "Extensive references cited at the end of this book enhance this valuable source for those interested in advertising and marketing and psychology."-"Choice

About this edition

• Publisher: Routledge
• Publication date: 2017
• ISBN 10: 1138462624
• ISBN 13: 9781138462625
• Binding: Hardcover
• Edition number: 1
• Number of pages: 188