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Peut-on prédire la consommation des 50-65 ans à partir du critère du Bien Vieillir Désiré ?

Author

Listed:
  • Denis Guiot

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Ziad Malas

    (LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, IUT Paul Sabatier - Institut Universitaire de Technologie - Paul Sabatier - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

  • Eloïse Sengès

    (LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

Abstract

50-65 years old people have become the most attractive target for Marketing to Seniors. As ageing is heterogeneous among them and as Aging Well is now a major societal issue, we investigate the relevance of Desired Aging Well to explain their consumption. Cluster analysis is used to confirm a posteriori its predictive role and clarify the nature of its influence on the formation of 4 profiles (the wealthy far sighted, the dissatisfied passives, the lukewarm and the well-aging). Finally, managerial recommendations are suggested to help companies to use this criterion as a growth engine.

Suggested Citation

  • Denis Guiot & Ziad Malas & Eloïse Sengès, 2014. "Peut-on prédire la consommation des 50-65 ans à partir du critère du Bien Vieillir Désiré ?," Post-Print hal-01651174, HAL.
    • Handle: RePEc:hal:journl:hal-01651174
    DOI: 10.7193/DM.076.13.28
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    Cited by:

    1. Sa-Rang Um & Hye-Ri Shin & Young-Sun Kim & Gurvan Branellec & Ji-Yong Lee, 2022. "Fintech et seniors Sud-Coréens : Une étude des facteurs d'acceptation," Post-Print hal-03584620, HAL.
    2. Margaret Josion-Portail & Abdelmajid Amine & Audrey Bonnemaizon, 2020. "Quand le temps du soignant rencontre les temporalités des personnes âgées vulnérables," Post-Print hal-02938922, HAL.

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