Segmenting the senior market: professional and social activity level

Abstract

A segmentation of the senior market is presented based on two dichotomous variables: social and professional activity / inactivity. The resulting four groups are labeled socially active employees, socially passive employees, socially active retirees and socially passive retirees. By means of analyses of variance, the main and interaction effects of the two segmentation bases on a wide range of consumer behavior related variables are investigated. Significant relations are found for (among others) personality, values, discretionary time, discretionary income, cognitive age, media usage, several aspects of purchasing behavior, and leisure activities.