By Dick Stroud

ISBN-10: 0749442581

ISBN-13: 9780749442583

ISBN-10: 0749446749

ISBN-13: 9780749446741

* includes unique learn carried out via OMD into the connection among age and buyer habit

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* comprises unique examine performed via OMD into the connection among age and shopper habit

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Additional info for The 50-Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies

Sample text

There is 32 The 50-plus market a cohort of people entering retirement with considerable levels of debt that has to be serviced by retirement, rather than earned, income. This change in behaviour is likely to affect intergenerational transfers of wealth as older people have to use their property value to repay debt rather than pass it on as inheritance. The terrifying prospect is that interest rates increase. 75 per cent. For much of the 1970s and 1980s, the interest rate was twice and sometimes three times this level.

This means that if you focus on the 15–34 market sector, you have intentionally chosen a group with: low levels of disposable income the highest marketing/consumer spend ratio – that is, the amount of marketing spend divided by the level of consumer expenditure. These are obvious statements, but ones that need to be made. The macroeconomic analysis of age, income and number of consumers we have undertaken here will not apply to every single marketplace, as the dynamics and attractiveness of markets are affected by many things other than the number of consumers and their income.

Scheme and those making insufficient payments. These people are most likely to be found among the: – lower middle-income groups – smaller and mid-size firms – service sectors – self-employed. Source: Pensions Commission, 2004 NICE GRAPHS BUT SO WHAT, PART 3? The popular media’s depiction of the over-50s swings between portraying them as a sad bunch of people, destined to pensioner poverty, and a funseeking and healthy group, determined to spend their wealth rather than leave it to their children.

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The 50-Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies by Dick Stroud


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