| The purpose of this study was to investigate the relative importance/value of the newly emerging affluent “senior” market to financial advisors. This dissertation explored, compared, and contrasted the “mature” market (those over the age of 65) in terms of demographics and social relevance to other defined market segments.; The literature review for this study discusses three concepts and issues: traditional marketing thought; changes in generational lifestyles and products; and new financial marketing trends and positioning techniques designed to produce business advantages in the unique environment of this increasingly important marketplace.; The research portion of this study was interdisciplinary in nature and primarily developed by the use of quantitative data sampling techniques complied from a questionnaire. The information was screened on a Likert scale and truncated into four stem interrogatives. Additional closed-end questions were added at the end of the survey to compile benchmarks and validate information for cross-testing purposes.; Many of the findings of this research project are currently being utilized to address financial marketing opportunities in the senior market. The combined wealth, experience, increasing size, political savvy and sheer economic power of those euphemistically classified as elderly make this topic of research continually more relevant and worthy of academic pursuit.; The results of this learning confirmed the significance of this societal segment and contributed to a better understanding of the importance it plays as a catalyst for the financial and social well being of our society as a whole. It showed new findings emphasizing that clients over the age of 65 have a disproportionately affirmative influence on the financial planning industry and financial advisors as a whole. Because of the screening by age, experience and gender, a great deal of socially relevant information was assembled that might be useful outside of the traditional investment business arena. |
