Four main groups of indicators of well-being of older adults – physical, emotional, social and material largely
depend on the place of residence due to older adults’ limited mobility.
The concept of territorial marketing allows to create the situation for satisfaction of physical, material,
psychological and social needs of the person and ensure continuous prosperity. To create such a situation, constant
study of older adults’ behavior based on the segmentation in the four groups of classical characteristics: geographic,
Irina Kashchuk and Lubov Ivankina / Procedia - Social and Behavioral Sciences 214 ( 2015 ) 911 – 915 915
socio-demographic, psychographic and behavioral.
To perform segmentation sociological and psychological methods of marketing research are used. The main
regional mechanisms of impact on the selected segments of the older generation are: nature and climate; the
specifics of zoning and regionalization; socio-cultural aspects; information structure and the system of territorial