Title
Is lifestyle an important factor in the purchase of OTC drugs by the elderly?
Abstract
The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and opinions (AIO) questionnaire from 386 respondents provided data to identify five distinct groups of elderly shoppers. Significant differences were found among the five lifestyle clusters with regard to the perceived importance of various factors which influence purchase behavior: price, commercial influences, and personal influences.
Department(s)
Management
Document Type
Article
DOI
https://doi.org/10.1108/07363769810210304
Keywords
Consumer behaviour, Consumer marketing, Lifestyles, Market segmentation, Older consumers, Pharmaceuticals
Publication Date
4-1-1998
Recommended Citation
Shufeldt, Lois, Barbara Oates, and Bobby Vaught. "Is lifestyle an important factor in the purchase of OTC drugs by the elderly?." Journal of Consumer Marketing 15, no. 2 (1998).
Journal Title
Journal of Consumer Marketing
