Le Bien-Vieillir Désiré: Vers une nouvelle segmentation des 50-65 ans

Eloïse Sengès, Denis Guiot and Ziad Malas ()
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Eloïse Sengès: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
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: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - 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: Aging well is now a major societal issue. Applied to marketing, the relevance of Desired Aging Well criterion is tested in this paper to segment the 50-65 years old market on a sample representative of French people. A typology based on consumer behavior regarding financial investments, leisure activities and health innovations reveals four consumer segments (the wealthy far-sighted, the dissatisfied passives, the lukewarm and the well-aging) whose constitution is influenced by Desired Aging Well. Managerial recommendations based on this criterion are proposed.

Keywords: 50-65 years old; successful aging; consumption behaviors; aging well; typology; 50-65 ans; typologie; comportements de consommation; vieillissement réussi; segmentation; seniors; bien vieillir (search for similar items in EconPapers)
Date: 2014-01-24
Note: View the original document on HAL open archive server: https://hal.science/hal-01649766v1
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Published in 13th International Marketing Trends Conference, Jan 2014, Venise, Italie

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