The purpose of this paper is to investigate elderly choices and behaviors in financial services markets. A systematic review of a five-decade period (1970–2019) of academic research in the marketing field was carried out in order to identify elderly consumers’ decisions regarding financial asset management and legacy, highlighting the main findings of extant research and practical implications for marketers. Results shed light on financial asset management in terms of welfare, retirement planning, and investments for old age, as well as legacy practices in terms of special possessions, charities, and rites of passage. The study underlines the need to consider the heterogeneous nature of elderly consumers’ values and lifestyles in designing strategies for financial services and products, emphasizing that demographic differences alone are not adequate to effectively define market segments. Furthermore, the role of mixed marketing approaches considering elderly choices are discussed, together with implications for companies that want to target such consumer target.

本文的目的是调查金融服务市场中老年人的选择和行为。为了确定老年人消费者在金融资产管理和遗产方面的决策，对营销领域的五个十年研究期间（1970-2019年）进行了系统的审查，突出了现有研究的主要发现及其对企业的实际意义。营销人员。结果从福利，退休计划和老年投资方面揭示了金融资产管理，并从特殊财产，慈善机构和通行仪式方面揭示了传统做法。该研究强调，在设计金融服务和产品的策略时，需要考虑老年人消费者的价值观和生活方式的异质性，强调仅靠人口差异不足以有效地定义市场细分。此外，还讨论了考虑老年人选择的混合营销方法的作用，以及对希望以此消费者为目标的公司的含义。