PRZEŁAMANIE STEREOTYPIZACJI KONSUMENTÓW – SENIORÓW A IMPLIKACJE DLA MARKETINGU
BREAKING STEREOTYPES OF CONSUMERS – SENIORS AND THE IMPLICATIONS FOR MARKETING
Author(s): Sylwia Badowska, Anna RogalaSubject(s): Economy, Psychology, Sociology, Cognitive Psychology, Social development, Gerontology, Economic development, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: consumer; senior; stereotypes; marketing; cognitive age;
Summary/Abstract: Widespread stereotyping of elderly people results in the elimination of this group in today’s consumer marketing. Nowadays consumers-seniors are a new generation and different from the deeply entrenched myths. Today, they belong to the group of active consumers, broadly interested in what markets offer. This newly shaped group requires from marketers firstly, to notice this segment and secondly, adapt marketing actions to the needs of this market segment especially in product policy, marketing communication, branding and marketing system.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (1)
- Page Range: 11-23
- Page Count: 13
- Language: Polish