A segmentation of
the 45+ market is presented based on two dichotomous variables: social
and professional activity / inactivity. The resulting four groups are
labeled socially active employees, socially passive employees, socially
active retirees and socially passive retirees.
By means of analyses
of variance, the main and interaction effects of the two segmentation
bases on a wide range of consumer behavior related variables are investigated.
Significant relations are found for (among others) personality, values,
discretionary time, discretionary income, cognitive age, media usage,
several aspects of purchasing behavior, and leisure activities.