Benefit segmentation

  title={Benefit segmentation},
  author={Rizal Ahmad},
  journal={International Journal of Market Research},
  pages={1 - 13}
  • Rizal Ahmad
  • Published 1 May 2003
  • International Journal of Market Research
The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose to ignore them will do so at their own peril. Literature indicates that marketers’ existing understanding of older consumers revolves around their personal characteristics, in terms of socioeconomic, demographical and psychographical data. Marketers tend to use personal characteristics as… Expand

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