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Volume 6, Issue 3
1 March 1989
Journal of Consumer Marketing Cover Image for Volume 6, Issue 3
Research Article| March 01 1989

Lifestyles of Older Americans

;
Patricia Sorce
Assistant Professor of Marketing in the College of Business at Rochester Institute of Technology
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Philip R. Tyler
Associate Professor of Marketing in the College of Business at Rochester Institute of Technology
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Lynette M. Loomis
Assistant Executive Director of Marketing and Planning of the Rochester Chapter of the American Red Cross
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1989
Journal of Consumer Marketing (1989) 6 (3): 53–63.
https://doi.org/10.1108/EUM0000000002555

Examines an attempt to define segments within the Older American market based on lifestyle variations. Identifies four clusters with significant marketing potential: Self‐Reliants, Active Retirees, Family Oriented, and Young and Secures. Concludes that lifestyle variables should be used to segment the market, the difficulties in using them indicating a need for a standardized lifestyle inventory for the Older American market.

Keywords: Market segmentation, Marketing, Older consumers, USA
© MCB UP Limited
1989
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