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

Author

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  • Sylwia Badowska

    (Uniwersytet Gdanski, Wydzial Zarzadzania, Katedra Marketingu)

  • Anna Rogala

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.

Suggested Citation

  • Sylwia Badowska & Anna Rogala, 2016. "Consumer Innovation and Senior Consumers’ Behaviour – Research Results (Konsumencka innowacyjnosci a zachowania konsumentow seniorow – wyniki badan)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(59), pages 204-223.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:59:y:2016:p:204-223
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    References listed on IDEAS

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    More about this item

    Keywords

    consumer innovativeness; elderly consumers; innovation; technology products;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • J14 - Labor and Demographic Economics - - Demographic Economics - - - Economics of the Elderly; Economics of the Handicapped; Non-Labor Market Discrimination

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