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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.

Dominika Maison

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.

International Journal of Market Research, The older or ageing consumers in the UK: Reaching the senior citizen markets. Journal of Advertising Research, What is the Relevance for Advertisers.

Understanding the older consumer. Segmenting the Old Consumer for Online Travel.

Jak powstają stereotypy narodowe – Dominika Maison • BookLikes (ISBN)

The Marketing Review, 6: Marketinfowe the demographic dead? Journal of Brand Strategy, 1: Consumer Response to the portrayal of older people in TV Advertising: Empirical Evidence from Japan. Asian Pacific Advances in Consumer Research, 9: The Adult Longitudinal Panel: Older by age, younger by mindset: The attitudes and behaviours of the over 50s and how to communicate with and market to this group.


A guide to consumer immersion.

The Dutch Grey Market. De Economist, Universals in the content and structure of values: Theory and empirical tests in 20 countries.

Journal of Social Issues, A multivariate segmentation model of older UK consumer market. Advances in Consumer Research, Understanding older consumers through cognitive age and the list of values: Psychology and Marketing, Cognition, Persuasion and decision making in older consumers.

Marketing Letters, 16,