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Retirement versus age: Assessing the efficacy of retirement as a segmentation variable

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Abstract

This study examines the relative importance of retirement status as a basis for segmenting markets. A survey instrument was mailed to 500 male consumers living throughout the U.S. They were categorized by retirement status, age, income, and physical health. A series of chi-square tests were run in respect to a number of marketing-related activities. The results clearly indicate that retirement status is a valid segmentation variable.

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  1. Texas A&M University, College Station, USA

    John J. Burnett

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Burnett, J.J. Retirement versus age: Assessing the efficacy of retirement as a segmentation variable. JAMS 17, 333–343 (1989). https://doi.org/10.1007/BF02726644

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