SENIORZY JAKO ADRESACI DZIAŁAŃ MARKETINGOWYCH PRZEDSIĘBIORSTW W POLSCE
SENIORS AS THE RECIPIENTS OF MARKETING ACTIONS OF ENTERPRISES IN POLAND

Summary/Abstract: Changes in the demographic structure of Polish society, the emigration of young people and an increase in the proportion of older people consequently lead to an increase in the segment of seniors, who are interested in product innovation, which should have consequences for future marketing innovation, particularly in marketing communications of enterprises. A diverse segment of seniors has a free decision marking fund, is longer active professionally. These are consumers free from many obligations, having many plans for the future. Therefore their buying behavior should be analyzed. The objective of the paper is to characterize seniors as a group of consumer of marketing actions of companies.

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