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Segmentation of the senior market: how do different variable sets discriminate between senior segments?

Author

Listed:
  • Yamen Koubaa

    (Brest Business School)

  • Rym Srarfi Tabbane

    (University of Manouba)

  • Manel Hamouda

    (University of Gabès)

Abstract

Senior consumers represent an important portion of the market, and as such, they require an appropriate segmentation to explore the consumption characteristics of the different segments composing this specific market. The present study focuses on how different variable sets impact senior consumers’ segmentation. We apply Wedel and Kmakura segmentation framework and Hagerty’s formulation to assess quantitatively the classification power of many variable sets in terms of six segmentation criteria namely identifiability, responsiveness, substantiality, actionability, accessibility, and stability. Findings from a survey conducted over 427 senior consumers show that the variable sets have different supports for each of the above criteria indicating that some sets should be privileged over others in senior consumers’ segmentation. The paper reports the details of this investigation and provides implications for managerial practice and academic research on senior market segmentation.

Suggested Citation

  • Yamen Koubaa & Rym Srarfi Tabbane & Manel Hamouda, 2017. "Segmentation of the senior market: how do different variable sets discriminate between senior segments?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 99-110, December.
  • Handle: RePEc:pal:jmarka:v:5:y:2017:i:3:d:10.1057_s41270-017-0017-3
    DOI: 10.1057/s41270-017-0017-3
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    References listed on IDEAS

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    Cited by:

    1. Susan Brudvig & Michael J. Brusco & J. Dennis Cradit, 2019. "Joint selection of variables and clusters: recovering the underlying structure of marketing data," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 1-12, March.

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