Marketing to the over-50s: What they eat, buy, read, and watch

The authors draw on the Target Group Index (TGI) to illustrate the characteristics of the `third age' of 50-75.

Marketing to the over-50s: What they eat, buy, read, and watch

-the TGI identifies five very different segments

Richard Silman and Richard Poustie

Single-source data - the Target Group Index - indicate the collective defining characteristics of the 50 - 75 year-old 'Third Age', as compared with younger groups. These include their disproportionate importance as consumers in many markets, loyalty to specific stores, general preference for quality and interest in healthy eating. The TGI's very large sample also permits much closer scrutiny. Cluster analyses based on attitudinal data suggest that this group contains five sizeable and sharply distinct...

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