AN APPROACH TO THE DEMOGRAPHIC TYPOLOGY OF REGIONAL MARKETS FOR GERONTOMARKETING DEVELOPMENT STRATEGIES

Abstract

Population aging is a global trend and has a long-term impact on the development of consumer markets. This study systematizes the characteristics of aging and develops a universal approach to the typology of aging regional consumer markets. The authors conducted a country and regional analysis of the age structure of the population and the aging of society. Using demographic analysis and forecasting, five types of markets are identified and, in accordance with the proposed typology, the countries and regions where they are typical were identified. The results show the prospects for developing gerontomarketing in regional markets and its implementation in business marketing strategies. The approach to the demographic typology of regional markets is based on an analysis of market developments in the context of an aging population. The results can be used by enterprise marketing services to develop marketing strategies in international and regional markets. The relationship between the development of markets for goods and services for older consumers and long-term demographic indicators has been determined. In the first half of this century, gerontomarketing will become a key business concept and will determine the practice of marketing activities in most countries and regions of the world.