Marketing to rural seniors: opportunities for the service sector

A recent study of rural Midwestern elderly consumers revealed a need for and interest in purchasing services designed for this sizeable and rapidly growing market. The study investigated the levels of need for 54 proposed services which could be provided through non-governmental institutions (businesses and non-profit organizations), along with the elderly consumer's ability and willingness to pay a "reasonable price" for the services. Based on the research findings, those service categories possessing market potential are presented and recommendations for marketing to rural elderly consumers are discussed.