old times ahead

250 Pages·2013·2.08 MB·English

Old times ahead : the dawn of the ageing consumer
Citation for published version (APA):
Hohenschon, J. K. (2013). Old times ahead : the dawn of the ageing consumer. [Doctoral Thesis,
Maastricht University]. Universitaire Pers Maastricht. https://doi.org/10.26481/dis.20130308jh
Document status and date:
Published: 01/01/2013
DOI:
10.26481/dis.20130308jh
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Download date: 15 Feb. 2023
OLD TIMES AHEAD
The Dawn of the Ageing Consumer

Jessica Hohenschon
Cover picture: Jessica Hohenschon
Layout: Jessica Hohenschon & Hannes Datta
Printed by: Datawyse / Universitaire Pers Maastricht

ISBN 978 94 6159 207 1

© Jessica Hohenschon, Maastricht, 2013

All rights reserved. No part of this publication may be reprinted or utilized in any form or by electronic,
mechanical, or other means, now known or hereafter invented, including photocopying and recording
or in any information storage retrieval system, without written permission of the copyright owner.
OLD TIMES AHEAD
The Dawn of the Ageing Consumer

PROEFSCHRIFT

ter verkrijging van de graad van doctor
aan de Universiteit Maastricht,
op gezag van de Rector Magnificus, Prof. dr. L.L.G Soete
volgens het besluit van het College van Decanen,
in het openbaar te verdedigen
op vrijdag 8 maart 2013 om 14.00 uur

door

Jessica Katrin Hohenschon

U
P
M
UNIVERSITAIRE
PERSMAASTRICHT
Promotor
Prof. dr. J.D.P. Kasper

Beoordelingscommissie
Prof. dr. G.J. Odekerken-Schröder (voorzitter)
Prof. dr. R.W. Lawson (University of Otago, New Zealand)
Prof. dr. M.S.R. Segers
Für meine Eltern, Jacky und Josy.
How old would you be, if you didn’t know how old you are?
(Satchel Paige)
Acknowledgements

Doing a PhD is like being an island. The PhD island lies isolated in the middle of
the ocean facing quite a few challenges on its own. But below the surface of the
ocean the PhD island is connected to an archipelago of other islands who’s exist-
ence adds a lot of comfort and sense to being an island. Exposed to high and low
tide, to wind and waves, to a few rough storms and many sunny days, my PhD
island was situated in an amazing network of neighbouring islands, countries,
and continents, whom I would like to thank now.

During my many years in Maastricht, many people have supported and fasci-
nated me. First and foremost, I would like to thank my supervisor Prof. Hans
Kasper. Hans, thank you for introducing me to the classy world of academia.
You are once the prestigious business advisor, once the respected professor,
but always a gentleman. Our frequent meetings mingling English, German, and
Dutch comments often dressed with an ironic note paved the way for this
work. Your valuable input, support, and encouragement guided me through the
rigours of this PhD process. Hartelijk bedankt!
I extend my gratitude to the members of the assessment committee, Prof.
Gaby Odekerken-Schröder, Prof. Mien Segers, and Prof. Rob Lawson, for their
evaluation of my dissertation. Thank you for your valuable feedback. Rob,
thank you very much for giving me the opportunity to visit the University of
Otago. I enjoyed working with you and being a part of the Marketing Depart-
ment very much. It was great to experience real Kiwi life for three month.
Many at the School of Business and Economics of Maastricht University
have inspired and advised me. That goes especially for the academic staff of the
Department of Marketing & Supply Chain Management. Dear colleagues, thank
you for creating such a pleasant working environment and for providing me
with help and input whenever needed. I soon realised that work and life are
not to be separated when writing a PhD dissertation. One of the nicest proofs
for this is provided by the treasured friendships that developed among the PhD
students. Guys and girls, thank you for long, entertaining hours inside and
outside of our university. Tom, Stephan, Jan, and Theo, it was an honour to
share an office with you. Without your continuous constructive and distracting
interventions, I had never made this PhD.
In addition, I would like to thank my master thesis students for their ea-
gerness and their interesting, fresh ideas on our mutual research topic ‘older
consumer behaviour’. Special thanks go to my colleagues in Bedburg for allow-
ing me to work so flexible and for their straight practical view on my PhD pro-
jects. I would like to thank RenM Matrix (in particular Wil and Anouk), Frank
Leyhausen, SenUM, and ‘t Gilde Maastricht for their support and their contribu-
tion to several research projects. Not to forget the invaluable input given by the
participants of my studies. Dear 50plussers, my deep gratitude, without you I
could not have done this research at all.
Dear Fyrfad and Monday Night Volleyball friends, thank you for the count-
less joyful hours we spent together in the sports hall and beyond. You taught
me what it means to live the Maastricht spirit! I hope that we will spend many
more happy hours in the future.
Dear Nynke and Hannes, thank you very much for being my paranymphs.
With your great help I finish this dissertation. You are excellent researchers
and wonderful friends, with whom I share thoughtful moments and legendary
cheerful times. I am amazed by your enthusiasm about the things still to come.
My biggest thanks go to my parents, Jacky and Josy. You believed that an
apartment in Maastricht would be a good idea. How right you were. Your con-
stancy, love and faith in me, through all ups and downs, are my backbone.
Without you this work would not have been possible. For that and for many
more things, THANK YOU!
Table of Contents

1. INTRODUCTION 14
2. THE DIMENSIONS OF AGEING 24
2.1 Defining “old” 24
2.2 The dimensions of ageing 26
2.2.1 Physical ageing 26
2.2.2 Psychological ageing 27
2.2.3 Social ageing 32
2.2.4 Economic ageing 34
2.3 Conclusion 37
3. SEEING THE WOOD FOR THE TREES 40
3.1 Introduction 40
3.2 Segmentation studies of the elderly consumer market 41
3.3 Comparing the segmentation studies 46
3.3.1 The meta-segmentation idea 47
3.3.2 Content analysis and the text mining technique 48
3.3.3 The meta-cluster-analysis 54
3.3.4 Findings 55
3.4 Discussion 59
3.5 Reflections on the meta-cluster analysis 61
3.6 Conclusion 63
3.7 Appendices 64
4. VALUES OF THE OLD WORLD 76
4.1 Introduction 76
4.2 Literature review 78
4.3 Study 1 – Generational values in the Netherlands 85
4.4 Study 2 – Older people’s values in Europe 89
4.4.1 The Netherlands 93
4.4.2 France 96
4.4.3 Czech Republic 97