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Driving innovations in manufacturing: Open Access research from DMEM

Strathprints makes available Open Access scholarly outputs by Strathclyde's Department of Design, Manufacture & Engineering Management (DMEM).

Centred on the vision of 'Delivering Total Engineering', DMEM is a centre for excellence in the processes, systems and technologies needed to support and enable engineering from concept to remanufacture. From user-centred design to sustainable design, from manufacturing operations to remanufacturing, from advanced materials research to systems engineering.

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Segmenting the older consumer for online travel

Gonzales, A. and Paliwoda, S.J. (2006) Segmenting the older consumer for online travel. Marketing Review, 6. pp. 331-348. ISSN 1469-347X

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Abstract

Older consumers represent nowadays a considerable and growing business opportunity to many businesses and industries worldwide, which is being ignored. The objective of this article is to grasp the real opportunity that such a segment represents for on-line companies providing travel products and services. Socio-demographic segmentation on age alone is unworkable, for, these consumers are aged from fifty years of age and upwards with no ceiling. As this sector of the population increases in size while still possessing the greatest personal disposable income, they are consumers to court. The importance of lifestyle segmentation in attempting to analyse the older consumer will be discussed. Finally, two lifestyle segmentation approaches for the older consumer, by Gabriel (1990) and by Moschis (1992), will be described, analysed, and compared, in order to capture the real marketing value that each offers to on-line travel companies.