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Details for article 10 of 10 found articles
| Title: |
Variations in Mature Market Consumer Behavior Within a Health Care Product |
| Author: |
Hopper, Jo Anne S. Busbin, James W. |
| Appeared in: |
Health marketing quarterly |
| Paging: | Volume 12 (1995) nr. 4 pages 75-92 |
| Year: |
1995-06-27 |
| Contents: |
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. |
| Publisher: |
Routledge |
| Source file: |
Elektronische Wetenschappelijke Tijdschriften |
Details for article 10 of 10 found articles
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