Broken Down by Age and Sex - Exploring the Way we Approach the Elderly Customer

This paper examines the Grey market, exploring whether or not it exists as a discrete sector and whether the conventional age band structure is the most useful way of segmenting it.
  

Broken Down by Age and Sex - Exploring the Ways we Approach the Elderly Consumer

INTRODUCTION

Currently the UK, in common with much of the West, is undergoing a profound shift in its population distribution. Gerontologists often refer to this phenomenon in terms of the 'rectangularisaton' of the ageing curve. Historically, its shape had resembled a pyramid starting from a broad base and tapering off at the top with extreme age, attained by a tiny fraction of the population. The reconfiguration has been caused by two factors: the increase in life expectancy now enjoyed by a broader band...

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