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Innovativeness of Senior Consumers’ Attitudes – An Attempt to Conduct Segmentation

Olejniczak Tomasz ()
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Olejniczak Tomasz: Poznań University Economics and Business, Institute of Marketing, Department of Marketing Product, Al. Niepodległości 10, 61-875Poznań

Folia Oeconomica Stetinensia, 2021, vol. 21, issue 1, 76-91

Abstract: Research background: Ageing societies is a global phenomenon. In the media and the press, there strongly exists a stereotype of elderly people being poorly adjusted to social change, lonely, poor and not open to market novelties. However, an in-depth description of the senior consumer market segment shows their high degree of variety and differentiation in their approach to purchasing product innovations.

Keywords: consumer behavior; senior consumer segment; product innovation; elderly people (search for similar items in EconPapers)
JEL-codes: D12 D91 J14 O39 (search for similar items in EconPapers)
Date: 2021
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DOI: 10.2478/foli-2021-0006

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