Segmenter le marché des 50-65 ans par les variables générationnelles subjectives

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: IUT de Tarbes - 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: Combining age, life events and generational variables has been advocated in order to segment the 50-65 years old ("youngest olds") market. Using these three categories of variables, we present a model highlighting the relevance of complementary subjective generational variables.

Keywords: subjective generational variables; Etude de marché; événement de vie; âge; variables générationnelles subjectives; Etudes du consommateur; Génération; Life-event (search for similar items in EconPapers)
Date: 2012-01
Note: View the original document on HAL open archive server: https://hal.science/hal-01651190v1
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Published in 11th International Marketing Trends Conference, Jan 2012, Venise, Italie

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