Which segment is described as having a drastic cut in income and spending a lot of time at home, with medicines and health aids?

• A. Bachelor
• B. Newly Married
• C. Empty Nest II
• D. Full Nest I

Answer: (C)

Understanding how consumer needs shift as households age and children leave home helps explain why Empty Nest II fits. In this life-cycle segment, the household is typically older and closer to or in retirement, so earned income drops sharply. With more time at home, spending focuses on home life and health-related needs, including medicines and health aids, which become more prominent as people age. This combination—significantly reduced income and greater emphasis on health and at-home living—describes Empty Nest II most closely.

Other stages don’t align as well because they represent different patterns: younger, working individuals or new couples usually have higher or steadier income and different spending priorities, while Full Nest I centers on households with dependent children and higher child-related expenses rather than aging health needs.