ISSN: 1509-0507
eISSN: 2353-2874
OAI
DOI: 10.18276/pzfm.2015.41/1-01
Issue archive /
ZN 875 PZFiM nr 41 t. 1
Przełamanie stereotypizacji konsumentów-seniorów a implikacje dla marketingu
(Breaking Stereotypes of Consumers-Seniors and the Implications for Marketing)
| Authors: |
Sylwia
Badowska
Uniwersytet Gdański Anna Rogala Uniwersytet Gdański |
| Keywords: | cognitive age marketing stereotypes senior consumer |
| Whole issue publication date: | 2015 |
| Page range: | 14 (11-24) |
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.
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