Title: Segmenting the grey market: the case for fifty-plus 'lifegroups'

Carrigan, Marylyn (1998). Title: Segmenting the grey market: the case for fifty-plus 'lifegroups'. Journal of Marketing Practice: Applied Marketing Science, 4(2) pp. 43–56.

DOI: https://doi.org/10.1108/EUM0000000004485

Abstract

Discusses changes in world demographic trends which are creating a growing ‘grey market’: consumers aged over fifty years. Reviews previous research and its limitations, while raising the issue of marketers mistakenly treating the grey market as homogeneous. Suggests sports centres in particular have a product which could be attractive to grey consumers, but one which tends to be marketed inappropriately. A lifegroup matrix based on more appropriate segmentation is suggested, management implications considered, and future research routes discussed.

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