Segments and responses to marketing of older consumers in China

Segments and responses to marketing of older consumers in China

Creators Bin Ying

Creators Xiao Jingjian

This paper describes market segments of consumers aged 50+ in China. Two innovative dimensions are used to construct market segments: a broadly defined health dimension and a traditionalmodern value orientation dimension. Based on data collected from six representative cities in China, older consumers are divided to four segments: healthy liberal (13.86%), healthy conservative (37.34%), unhealthy liberal (13.43%), and unhealthy conservative (35.37%). Segment differences in consumer responses to marketing activities are then presented and discussed.

[ISSN]0911-6303

[NCID]AN00155911