Consumer segmentation in the grey market relative to rehabilitation products

Purchasing decisions for “aids to daily living” (ADL) by the disabled and elderly tend to be commodity based to which value cannot be added through sales propositions. This paper reports research that investigated disparate customer segments in the “grey” sector. Quantitative research suggested that in order to develop market potential, different consumers need to be targeted and communicated to in different ways. Different psychographic categories had different personality based characteristics that need to be tapped into in order to better capture attention and interest. The traditional view of older people needing a rehabilitation product as being “desperate” needs to be changed through the use of promotional messages concentrating more upon humour and wit.