Marketing financial services to mature consumers

doi:10.1108/08876049510086026

Login

Welcome:
Guest

Search for:

Browse:

Resources:

Our site has recently been upgraded & the page you requested has moved, so we have redirected you to the new location. Please amend your bookmarks.

Journal of Services Marketing

ISSN: 0887-6045

Online from: 1987

Subject Area: Marketing

Content: Latest Issue | Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Marketing financial services to mature consumers

Document Information:
Title:	Marketing financial services to mature consumers
Author(s):	Pamela A. Kennett, (Doctoral candidate of the Department of Marketing, at Georgia State University, Atlanta, USA.), George P. Moschis, (Professor and Director of The Center for Mature Consumer Studies of the Department of Marketing, at Georgia State University, Atlanta, USA.), Danny N. Bellenger, (Professor and Chair of the Department of Marketing, at Georgia State University, Atlanta, USA.)
Citation:	Pamela A. Kennett, George P. Moschis, Danny N. Bellenger, (1995) "Marketing financial services to mature consumers", Journal of Services Marketing, Vol. 9 Iss: 2, pp.62 - 72
Keywords:	Financial services, Marketing strategy, Older consumers
Article type:	Research paper
DOI:	10.1108/08876049510086026 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	The aging population in the United States makes skill in marketing to the mature consumer increasingly important. The biophysical and psychosocial aging process creates a need for specific strategies to address the changes brought on by age. Attempts to ascertain the degree to which the financial services industry recognizes some of the needs of the elderly market and the degree to which marketing programs are addressing these needs. The results show that financial services marketers have been slow in implementing strategies which might help them better attract and serve the mature consumer, when compared with other industries. While this industry has done an excellent job in developing products which appeal to older consumers, they appear to be lacking in special assistance to mature consumers and training to support such assistance. Provides managerial implications stressing specific areas for improvement.