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Misconceptions abound about the nature of mature market segments. Marketing to mature consumers does not mean marketing to the elderly, or to the poor. Our aging population is in a state of transition where long extensions of productive working lives will reshape product and market opportunities. Mature market segments represent growth markets with high discretionary consideration. While a significantly larger proportion of mature households will enjoy substantial income increases, their economic well-being is more directly associated with wealth, assets, and financial obligations. Their consumption behavior is shaped by the existence of a mate, and their physical and psychological mobility.
William Lazer (Sat,) studied this question.