Understanding the Older Consumer: The Grey Market
(Part of the International Series in Social Psychology Series)
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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.
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.
Format:Paperback
Language:English
ISBN:0415186447
ISBN13:9780415186445
Release Date:September 1998
Publisher:Routledge
Length:188 Pages
Weight:0.61 lbs.
Dimensions:0.4" x 6.1" x 9.2"
Age Range:18 years and up
Grade Range:Postsecondary
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