Abstract:

The article presents the results of testing the author's methodological approach to assessing the gerontoorientation of the consumer market. The market of leisure services was chosen as the testing area in view of its key role in the implementation of the strategy of active longevity. The study presents the demographic characteristics of the studied region of Russia and conducted a marketing study that allowed us to assess the level of gerontoorientation of each of the market participants. According to the results of the study, a conclusion is drawn about the low level of gerontoorientation of the Chelyabinsk leisure market and further areas of research are indicated. The results of the study can be used as a methodological basis for assessing the gerontoorientation of other consumer markets.