Older adults are examined as a potential market for American businesses. Data indicate that in terms of size and income, senior citizens comprise a substantial buying group. Their buying styles, product and service needs, and shopping behavior are shown to vary from those of younger adults and, in fact, vary substantially within the older adult population. Differences are speculated to be the result not only of age influence, but also of cohort and period influences. Strategies for successful marketing are suggested. These strategies relate directly to the identified characteristics of older adults.
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