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    Segmenting the senior market: professional and social activity level

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    Publication type
    Working paper
    Author
    Weijters, Bert
    Geuens, Maggie
    Publication Year
    2003
    Publication Issue
    3
    Publication Number of pages
    21
    
    Metadata
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    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.
    Keyword
    Consumer Behaviour
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/833
    Other links
    http://public.vlerick.com/Publications/9978d569-69a9-e011-8a89-005056a635ed.pdf
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