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Understanding the Older Consumer

Name: Understanding the Older Consumer
Brand: Taylor & Francis Ltd
SKU: 17871732
Price: 289.31 EUR
Availability: InStock
Author: Barrie Gunter
ISBN: 9781138462625

Barrie Gunter

Language

English

Book Hardback

Libristo code: 17871732

Publishers Taylor & Francis Ltd, September 2017

There are more people over 50 than ever before, with numbers likely to continue to rise. They are we... Full description

Libristo code: 17871732

708 b

289.31 €

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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.