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Published by: Center for Mature Consumer Studies
Published: Jan. 1, 1999 - 550 Pages
Table of Contents
1. Overview
The Maturing Marketplace
The Buying Habits of Baby Boomers and Seniors
Older Consumers Are Very Heterogeneous
Older Consumers' Habits
The Habits of Upscale Older Consumers
Mature Consumer Segments
About the Findings of our Surveys
2. Food And Beverages, Food Stores, And Restaurants
Present vs. Past Tastes and Preferences for Food
Reasons for Choosing Brands of Foods and Alcoholic Beverages
Reasons for Patronizing Food and Grocery Stores
Reasons for Patronizing Restaurants
Preferences for Methods of Payment
Media Use
Summary and Recommendations for Marketing Strategy
3. Apparel And Footwear
Purchase of New Apparel and Footwear
Information Sources for New Apparel
Preferences for Methods of Purchasing Apparel and Footwear
Reasons for Patronizing Department Stores
Reasons Considered Before Buying Apparel by Phone or Mail
Reasons for Choosing Brands of Apparel and Footwear
Media Use Profiles
4. Pharmaceutical Products
Use of Drugs and Cosmetic Products
Preferences for Sources of Information for New Drugs and Cosmetics
Preferences for Methods of Purchasing Prescription Drugs
Preferences for Methods of Purchasing Cosmetics and Health Aids
Reasons for Patronizing Specific Drug Stores/Pharmacies
Reasons for Choosing Brands of Drugs and Health Aids
Reasons Considered Before Buying Direct
Payment Methods
Media Use Profiles
5. Housing
Housing Preferences
Reasons for Moving Into an Apartment, Townhouse, or Condominium
Reasons for Moving Into a Retirement Community
Reasons for Moving Into a Nursing Home
Reasons for Choosing an Apartment, Townhouse, or Condominium
Reasons for Choosing a Retirement Community
Reasons for Choosing a Nursing Home
Profile of Potential Resident Retirement Communities
Profile of Potential Residents of Nursing Homes
Preferences for Methods of Getting Cash from Home Equity
Use of Home-Equity to Pay for Post-Retirement Expenses
6. Technology Products And Telecommunication Services
Preferences for High-Tech Products and Telecommunication Services
Automobiles
Preferences for Sources of Information Regarding New Electronic Products
Sources of Information for Telecommunication Services
Preferences for Methods of Purchasing Electronic Products
Reasons Considered Before Buying Direct
Payment Methods for Burglar or Fire-Alarm System
Payment Methods for Home-Appliance Services
Media Use
7. Health Care
Demand for Health-Related Services Preferences for
Nontraditional Health-Care Services
Preferences for Health-Related Products
Preferences for Sources of Information
Reasons for Patronizing Specific Hospitals
Reasons for Choosing Specific Physicians and Surgeons
Payment Methods for Health-Related Services
Payment Methods for Eye Glasses
Media Use
8. Travel And Leisure
Preferences for Travel and Leisure Services
Sources of Information for Vacation/Travel Packages
Preferences for Methods of Purchasing Vacation Packages
Reasons for Patronizing Airlines and Cruise Lines
Reasons for Patronizing Hotels/Motels
Preferences for Payment of Airline Tickets
Preferences for Payment of Hotel/Motel Accommodations
9. Financial Services
Preferences for Financial Services
Preferences for Sources of Information
Preferences for Methods of Purchasing Financial Services
Patronage Preferences for Checking or Savings Accounts
Patronage Preferences for Certificate of Deposit
Patronage Preferences for Stocks
Patronage Preferences for Government Bonds and U.S. Treasury Bills
Patronage Preferences for Money Market Funds
Patronage Preferences for IRA/Keogh Accounts
Patronage Preferences for Asset-Management Services
Patronage Preferences for Financial Planning Services
Patronage Preferences for Tax Advice
Patronage Preferences for Insurance Policies
Reasons for Patronizing Financial Institutions
Use of Credit Cards
Asset Ownership and Composition
Preferences for Using IRA/Keogh, Pension to Pay Post-Retirement Expenses
Preferences for Using Other Investments to Pay Post-Retirement Expenses
Preferences for Methods of Getting Cash from Home Equity
Use of Home Equity to Pay for Post-Retirement Expenses
10. Insurance
Preferences for Insurance Services
Preferences for Sources of Information Regarding New Insurance Services
Reasons for Patronizing Insurance Companies
Patronage Preferences for Nontraditional Insurance Service Providers
Preferences for Methods of Purchasing Insurance Services
Reasons for Buying or Not Buying Insurance by Phone or Mail
Media Use Profiles of Those Likely to Buy LTC Insurance
11. Summary And Implications For Marketing Strategy
Food and Beverages, Food Stores, and Restaurants
Apparel and Footwear
Pharmaceutical Products
Housing
Technology Products and Telecommunication Services
Health Care
Travel and Leisure
Financial Services
Insurance
12. Appendix
AbstractThis report presents key findings from two national surveys conducted by the Center for Mature Consumer Studies. It examines and compares the buying behavior of baby boomers and older age groups with respect to food products, apparel and footwear, drugs and cosmetics, housing, technology products and telecommunication services, travel pleasture, financial and insurance services, and entertainment and information services. It focuses on preferences for selected products and services, methods of purchasing, motives for preferences for specific brands and service providers and for payment methods, and reasons for buying direct. Analyses of responses by specific demographic and lifestyle characteristics and media use habits are included.
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