Abstract
Based on a national mail survey, the present research identities and profiles family caregivers for the elderly (N=208), the types of care they provide to their elderly relatives, and marketing communication methods that can be used to reach them. Findings suggest that marital status and age of care receiver as well as income, gender, and marital status of caregiver influence the amount of basic and instrumental care they provide to their elderly family members. Also, the study found that catalogs and newspaper/magazine ads are important source of information for basic and instrumental care and advocate sources, radio/TV ads, and sales people are also important sources for instrumental care. Implications for marketers, consumer researchers, businesses in general, and public policy makers are also discussed.
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