Granice rynku „starszych konsumentów” w Europie ‒ wiek chronologiczny a wiek kognitywny nabywców
Boundaries of the “Elder Consumer” Market in Europe ‒ the Chronological Age and the Cognitive Age of Purchasers

Summary/Abstract: An aim of considerations is to analyse the usefulness of chronological age as a criterion for separation of the elder consumer market in the European Union countries. It is commonly believed that importance of this market will grow due to its dimensions; however, it is difficult to precisely determine them due to reluctance of elder consumers to be identified with their age group. The carried out surveys show that the cognitive age is a better predictor of purchasers’ behaviours than the chronological age; moreover, it allows for a better recognition of the real needs and activity of elder purchasers. The article is a review of literature.

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