Analiza źródeł informacji o produktach w segmencie polskich seniorów na podstawie wyników badań
Analysis of Information Sources Concerning Polish Senior Segment Based on the Research Results

Summary/Abstract: Purpose of the article – People over 65, seniors, are one of the most rapidly developing segment of the Polish adult population. “Seniors”, “silver citizens”, “segment 55+/60+” are often neglected and unappreciated as an object of marketing activities. The analysis of their purchase behaviour seems to become the key aim. This article is supposed to be such an attempt to present an introductory analysis of information sources used by seniors in their shopping activities. Research of methodology – there were used the theory (literature review) and results of own inquiry research, the poll. Key findings – people over 60 use mainly traditional sources of information; nevertheless, they reach more frequently for new techniques such as the Internet. Practical implications – indications for marketing workers at enterprises concerning how to create marketing announcements for this specific segment. Social implications – as for now, both the theory and practice have neglected the importance of the silver segment, as consumers of various products and services, who have at their disposal funds and respond to marketing actions.

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