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Management and Business Administration.
Interest in older consumers as the subject of marketing strategy is growing in Western countries Gunter, However, in Poland, this group is still neglected by marketers and perceived in stereotypical way, and its marketing potential is underestimated. The main goal of this research was to provide understanding of the contemporary older Polish population and especially older Polish consumers, including their values, needs, attitudes, opinions and behaviors.
Additionally, we also conducted qualitative research – 18 individual in-depth interviews IDIs at homes of consumers ethnographic interviews.
Based on the factor and cluster analysis Weinstein, from the quantitative survey, 5 segments of older Polish consumers were selected: Segments differed in values, lifestyles, attitudes toward life, family, work and general life satisfaction. As a consequence of those psychological differences, segments differed in consumer behaviour, preferences and perception of marketing communication advertising.
Our analysis shows that key areas, which determine particular consumer behaviour in each segment are – contrary to common belief – not demographic characteristics, but mainly psychological aspects such as attitude to life, optimism, attitude to money, open-mindedness and general curiosity.
University of Warsaw, Poland.
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Jak powstają stereotypy narodowe – Dominika Maison • BookLikes (ISBN)
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