Understanding the Older Consumer: The Grey Market

by Barrie Gunter

Overview

There are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group. 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, marketers need to know how best 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 preferences that will be invaluable to students of marketing, media and social psychology.

Product Details

ISBN-13:	9781138462625
Publisher:	Taylor & Francis
Publication date:	09/11/2017
Series:	International Series in Social Psychology
Pages:	188
Product dimensions:	6.12(w) x 9.19(h) x (d)
Age Range:	18 Years

About the Author

Barrie Gunter is a psychologist and Professor of Journalism at the University of Sheffield. He has written over 30 books on various media, marketing and management topics and conducted his own widespread research on media and advertising issues.

Table of Contents

Chapter 1 The importance of the older consumer; Chapter 2 Demographics and consumption patterns; Chapter 3 Lifestyles, life stages and consumption; Chapter 4 Leisure and media use; Chapter 5 Representation and image; Chapter 6 The importance and effectiveness of advertising; Chapter 7 The future and the older consumer;