Variations in mature market consumer behavior within a health care product: implications for marketing strategy.
America is undergoing a profound age shift in its demographic make-up with people 55 and over comprising an increasing proportion of the population. Marketers may need to increase their response rate to this shift, especially in refining the application of marketing theory and practice to older age consumers. To this end, a survey of older couple buying behavior for health insurance coverage is reported here. Results clarify evaluative criteria and the viability of multiple market segmentation for health care coverage among older consumers as couples. Commentary on the efficacy of present health coverage marketing programs is provided.
School of Business, Western Carolina University, Cullowhee, NC 28723, USA.
J A
JA
Hopper
J W
JW
Busbin
D000367:Age Factors; D000368:Aged; D016009:Chi-Square Distribution; D003256:Community Participation / Q000706:statistics & numerical data*; D003657:Decision Making; D005069:Evaluation Studies as Topic; D006801:Humans; D007348:Insurance, Health / Q000706:statistics & numerical data*; D008389:Marketing of Health Services / Q000379:methods / Q000639:trends*; D008875:Middle Aged; D011157:Population Dynamics; D011795:Surveys and Questionnaires; D014481:United States