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The article analyses the possibility of usage of marketing approach for older adults’ well-being study. Key marketing research indicators are defined for studying older adults’ needs, behavior and ensuring continuous well-being. The authors define dependence of the needs and behavior of older people on the territory where they live. It is proposed to determine the main parameters and indicators of older adults’ well-being by the territory (region, city) segmentation. The model of the relationship of well-being indicators with main features of different methods of segmentation and marketing research is developed.