The ageing consumer (video)

In Money
Written by  Jip Schreibers Thursday, 07 March 2013 08:35
PhD dissertation Jessica Hohenschon

In ageing Western societies older people become increasingly important for companies’ sustained success, because older people form a big and attractive market segment. This PhD research shows that the prevailing stigma of older people being poor, frail and old-fashioned, is often incorrect – many 50plus consumers are healthy, wealthy, active and curious. 


Jessica Hohenschon Student video team: Jip Schreibers and Janka Dekanovska
In order to serve the older consumer appropriately, companies and researchers need to understand what characterizes the older consumer. For example, older people base their decisions on their experiences and they consider fewer alternatives than younger people. Older consumers are also more reluctant to believe ad claims than younger consumers. This information may help marketers in their communication strategies.
On Friday 8 March Jessica Hohenschon will defend her PhD thesis ‘The old times ahead. The dawn of the Ageing Consumer’.
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