age & life-cycle segmentation

Marketing concept that utilizes different marketing approaches for different age categories or different life-cycle segments of the population. The concept is based on the fact that consumer needs and desires change with age. According to the age and life-cycle segmentation, consumers' age categories are divided into four segments: child, young adult, adult, and older adult. Some companies offer similar products in different versions according to the age and life-cycle segmentation. For example, a vitamin manufacturer may offer a children's formula for ages 4-12, a vitamin specially formulated for young teenagers, an adult version for adult men and women, and a high-energy formula for people over age 50. Some marketers will offer a product designed particularly for one specific segment of the age cycle, such as a shampoo developed for women over 40 to help with age-related hair changes.

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