Segmenting the grey market: the case for fifty‐plus “lifegroups”

Abstract

Discusses changes in world demographic trends which are creating a growing ‘grey market’: consumers aged over fifty years. Reviews previous research and its limitations, while raising the issue of marketers mistakenly treating the grey market as homogeneous. Suggests sports centres in particular have a product which could be attractive to grey consumers, but one which tends to be marketed inappropriately. A lifegroup matrix based on more appropriate segmentation is suggested, management implications considered, and future research routes discussed.

Citation

Carrigan, M. (1998), "Segmenting the grey market: the case for fifty‐plus “lifegroups”", Journal of Marketing Practice: Applied Marketing Science, Vol. 4 No. 2, pp. 43-56. https://doi.org/10.1108/EUM0000000004485