Comparative analysis: subsegments of the elderly to younger adults

The purpose of this paper is to shed some further insight into the elderly market. Based on the results reported in recent literature in marketing and healthcare, we broke down the elderly market into three subsegments: 55-64; 65-74; and over 74. Using a series of general and political lifestyle statements, a comparative analysis was carried out to determine if there were in fact differences between younger consumers and each of the subsegments of the elderly, as well as between each of the subsegments of the elderly. The principal technique used to carry out the analysis was MANOVA. The results indicate that there are significant differences between each of the age groups analyzed, and that more careful attention must be paid to gaining a better understanding of the elderly market.