Consumer education programs for mature consumers

Abstract

Highlights the role of consumer education in enhancing the capacity of mature consumers to navigate the increasingly complex marketplace. Consumer education programs can provide significant benefits, including identification of market information, complaint and consumer redress procedures, and understanding a more technology‐based consumer environment. A conceptual model of the relationship between consumer education and mature consumers’ ability to manage marketplace dynamics is developed and discussed. Marketing management implications of consumer education for mature segments are posited and discussed.