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
Year of publication:2015
Page range:14 (11-24)
Cited-by (Crossref) ?:

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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