As can be seen, when
thinking about the concepts of superannuation and retirement, the most prominent
themes for female consumers were planning, followed by money whereas for males the most prominent themes were superannuation and retirement. As such, the conceptual maps are fundamentally different for females and males. This suggests that the way in which males and females think about retirement planning is also fundamentally different. Females tended to adopt a more micro view of retirement planning and this may reflect that there are fewer earning opportunities for females or it may relate to a level of concern in regard to having sufficient funds to support a desired retirement lifestyle. Also females seemed to consider a greater range of potentialities than males. ฃThe following comment is indicative of a majority (ten in total) responses provided by female consumers