The mature market presents challenges to marketers because much of the
information about the marketplace is based on younger consumers, differing from
older consumers in many important ways. The research project was commisioned
with two main objectives: to determine what is required to cater for customers
falling into the age bracket of 60-75, enabling marketers to successfully target the
mature consumer and retain these customers.
A qualitative methodology was selected to collect and analyse information to
enhance understanding of the perceptions with regard to the functional, social and
emotional needs of the mature market sector.
Abraham Maslow is known for postulating the 'Hierarchy of Needs Theory', stating
that human beings are motivated by their unsatisfied needs. It is necessary to
understand and investigate the relative importance of the functional, emotional and
actualisation components of mature consumer needs. / Thesis (M.A. (Psychology ))
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/3208 |
| Date | 11 1900 |
| Creators | Pieterse, Hanlie |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 1 online resource (iv, 77 p.) |
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