Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie

ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.41/1-01
CC BY-SA   Open Access   CEEOL

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
Data publikacji całości:2015
Page range:14 (11-24)
Cited-by (Crossref) ?:


  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.
Download file

Article file


1.Ahmad R., The older or ageing consumers in the UK: are they really that different?, „International Journal of Market Research” 2002, Vol. 44, No. 3.
2.Barak B., Gould S., Alternative age measures: a research agenda, „Advances in Consumer Research” 1985, Vol. 12.
3.Bernhart M., Penaloza L., Who are you calling old? Negotiating old age identity in the elderly consumption ensemble, „Journal of Consumer Research” 2013, Vol. 39.
4.Bondos I., Dlaczego seniorzy stanowią wyzwanie dla marketingu?, „Marketing i Rynek” 2013, nr 3.
5.Carrigan M., Szmigin I., Advertising in an ageing society, „Ageing and Society” 2000, Vol. 20, Iss. 2.
6.Ciura G., Gospodarstwa emerytów na tle innych typów gospodarstw domowych, „Studia BAS” 2012, nr 2 (30).
7.Diaz M.B., Advertising marketing industries to keep an eye on the new „old”, „Carribean Business” 2014, June 5, Vol. 38.
8.Kotler Ph., Keller K.L, Marketing, Rebis, Poznań 2012.
9.Kozielski R., Nadciąga „silver tsunami”, „Marketing w Praktyce” 2012, nr 8.
10.Lewis D., Older by age, younger by mindset: the attitudes and behaviours of the over 50s ad how to communicate with and market to this group, „Journal of Brand Strategy” 2012–2013, Vol. 1, No. 4.
11.Migdał-Najman K., Szreder M., Nowe trendy demograficzne a zmiany w konsumpcji w Polsce, „Marketing i Rynek” 2013, nr 11.
12.Omar M., Tjandra N.C., Ensor J., Retailing to the „grey pound”: understanding the food shopping habits and preferences of consumers over 50 in Scotland, „Journal of Retailing and Consumer Services” 2014, Vol. 21.
13.Schiffman L.G., Sherman E., Value orientations of new-age elderly: the coming of an ageless market, „Journal of Business Research” 1991, Vol. 22, No. 2.
14.Simcock P., Sudbury L., The invisible majority? Older models in UK television advertising, „International Journal of Advertising” 2006, Vol. 25, Iss. 1.
15.Sytuacja gospodarstw domowych w 2014 r. w świetle wyników badań budżetów gospodarstw domowych, GUS, Warszawa 2014.
16.Szmigin I., Carrigan M., The older consumer as innovator: does cognitive age old the key?, „Journal of Marketing Management” 2000, Vol. 16.
17.Tylee J., Is the industry ignoring old people?, www.campaignlive.co.uk/article/close-up-industry-ignoring-old-people/1016464?HAYILC=RELATED.
18.Worcester R.M., Help the aged, grey power: the changing face. Help the age, MORI/LSE, London 1999.
19.Żurawski T., Jak mówić – bo warto! – do 50+, „Marketing w Praktyce” 2015, nr 2.