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 (Digital Object Identifier) Link:	http://dx.doi.org/doi:10.1108/EUM0000000004485
Google Scholar:	Look up in Google Scholar

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.

Item Type:	Journal Article
ISSN:	1355-2538
Academic Unit/Department:	Open University Business School
Item ID:	15183
Depositing User:	Lesley Henderson
Date Deposited:	02 Mar 2009 15:32
Last Modified:	28 Mar 2011 09:33
URI:	http://oro.open.ac.uk/id/eprint/15183

Actions (login may be required)

	View Item
RDF+XMLBibTeXRDF+N-TriplesJSONDublin CoreAtomOAI-ORE Resource Map (Atom Format)Simple MetadataReferMETSOAI-ORE Resource Map (RDF Format)HTML CitationASCII CitationMultiline CSVRefMan RIS Format (UTF-8)OpenURL ContextObjectEndNoteMODSOpenURL ContextObject in SpanMPEG-21 DIDLEP3 XMLRefMan RIS FormatRDF+N3Eprints Application Profile	Public: Report issue / request change