Segmenter le marché des 50-65 ans par la richesse économique

Denis Guiot and Ziad Malas ()
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Denis Guiot: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Ziad Malas: LGTO - Laboratoire de Gestion et des Transitions Organisationnelles - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, IUT Paul Sabatier - Institut Universitaire de Technologie - Paul Sabatier - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: Despite important economic inequalities, people aged 50 to 65 are the wealthiest age group in France. So, this group is suitable to study the fitness of economic variables in segmentation. In order to explain 9 consumption behaviours, we compare the predictive power of 4 economic variables to 13 other usual segmenting variables. First of all, the results prove the relative efficiency of these economic variables. Also, they underline that perceived wealth is as predictive as objective economic variables, especially concerning behaviours related to savings

Keywords: Variables sociodémographiques; Seniors; Segmentation; Richesse; Revenu (search for similar items in EconPapers)
Date: 2012
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Published in Recherches en sciences de gestion, 2012, 92

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01649768

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