Peut-on prédire la consommation des 50-65 ans à partir du critère du Bien Vieillir Désiré ?

Denis Guiot, Ziad Malas () and Eloïse Sengès
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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: 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
Eloïse Sengès: LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: 50-65 years old people have become the most attractive target for Marketing to Seniors. As ageing is heterogeneous among them and as Aging Well is now a major societal issue, we investigate the relevance of Desired Aging Well to explain their consumption. Cluster analysis is used to confirm a posteriori its predictive role and clarify the nature of its influence on the formation of 4 profiles (the wealthy far sighted, the dissatisfied passives, the lukewarm and the well-aging). Finally, managerial recommendations are suggested to help companies to use this criterion as a growth engine.

Keywords: Comportements de consommation; Typologie; Aging well; 50-65 ans; 50-65 years old; Bien vieillir; Vieillissement réussi; Consumption behaviors; Segmentation; Seniors; Successful aging; Typology (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2014, 76, ⟨10.7193/DM.076.13.28⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01651174

DOI: 10.7193/DM.076.13.28

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