Consumer Group 7: Active Adult Feature and Location
Motivation: This group contains middle-class adults nearing or in retirement. With a strong desire to remain active in the later years of life, location, features and community feel are important decision factors. These buyers want to downsize and a have maintenance-free lifestyle in their final home purchase so they can spend more time enjoying various interests.
Age/Income/Kids: The youngest of all active adult groups, households in this group typically range from 55 years of age and up. Most households have attended college or obtained a degree, and are either currently working or are retired from a white-collar position.
Home Preferences/Features: This group prefers both single-family and condo style homes. These buyers purchase for the options, upgrades and extras in a home as well as community amenities. Their final purchase decision will be swayed by available upgrades in the home, its particular layout, or its location to nearby services.
Hobbies/Interests/Lifestyle Traits: This group tends to be comfortable, yet not extravagant. They frequently watch the Hallmark Movie Channel, The Antiques Roadshow, 60-Minutes and Dateline, tend to enjoy bird watching, and like Classical Music or Contemporary Christian music. When dining out, they frequent Friendly’s, Cracker Barrel and Chi-Chi’s. They are likely to shop at Macy’s, Costco and QVC. Recent vacations include cruise ships or domestic travel in an RV.
|
