Marketing that involves dividing the market into segments, and then concentrating the company's marketing efforts on the key segment that is considered attractive, i.e., that consists of customers whose needs and desires best suit the offer of products or services.
Published in Chapter:
Behavior of Older Consumers in the Digital Age and Creating Marketing Strategies: Mature Population as Part of Customer 4.0
Boban Melović (University of Montenegro, Montenegro), Dragana Ćirović (University of Montenegro, Montenegro), Milica Vukčević (University of Montenegro, Montenegro), and Anđela Jakšić Stojanović (University of Donja Gorica, Montenegro)
Copyright: © 2021
|Pages: 22
DOI: 10.4018/978-1-7998-7327-3.ch002
Abstract
While population aging is a logical consequence of demographic transitions, marketing managers are increasingly focusing on the needs or problems of older consumers. Namely, in modern business conditions, marketing managers must keep in mind that older consumers, especially those who are not retired yet, are a very valuable and attractive target group in terms of consumption. In this chapter, the authors analyze how demographic factors as well as digital environment factors determine the behavior of older consumers (i.e., the extent to which older consumers may be marked as Customer 4.0) and whether their attitudes and purchase behavior influence the creation of marketing strategies.