Consumer Innovation and Senior Consumers’ Behaviour – Research Results (Konsumencka innowacyjnosci a zachowania konsumentow seniorow – wyniki badan)

Sylwia Badowska () and Anna Rogala ()
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Sylwia Badowska: Uniwersytet Gdanski, Wydzial Zarzadzania, Katedra Marketingu

Problemy Zarzadzania, 2016, vol. 14, issue 59, 204-223

Abstract: The aim of this paper is to get to know an innovative behaviour of elderly consumers and their willingness to purchase innovative technology products, for example mobile phones. The novelty of this article is both the research subject examined among the elderly population and the worldwide-known measuring method used, but not employed in Poland yet. The findings suggest that elderly consumers are among the buyers who are open to innovations and are not last to acquire them. However, they purchase new products less often than other people in their circles. The elderly, when purchasing a new version of the product, require additional stimulants, including obtaining information about the specific features of the novelty. They are not a group which learns about innovation first, so communication of innovations should use a purchasing group recommending these products to the elderly.

Keywords: consumer innovativeness; elderly consumers; innovation; technology products (search for similar items in EconPapers)
JEL-codes: J14 M31 O31 O32 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:14:i:59:y:2016:p:204-223

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