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

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  • Olejniczak Tomasz

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

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. Purpose: The aim of the article is to present a model of segmentation of older people according to the criterion of their attitudes towards innovation on the FMCG market. Research methodology: The source of information for building the typology was personal interviews conducted in 2018 with people aged over 60 in Greater Poland (the Wielkopolska region). The selection of respondents (the sample consisted of 1,451 people) was carried out using the quota selection method. The K-means clustering algorithm was applied to classify the respondents into clusters. Results: The research procedure allowed for the identification of different segments of senior consumers: reluctant conservatives, knowledgeable traditionalists, aspiring withdrawn/passive, unaware practical and rational innovators. Novelty: The results of the analysis of the segmentation of senior consumers confirm that people actively interested in product innovations on the FMCG market constitute a relatively small part of the elderly population (18.0%) and that there is a clear relationship between the attitude towards innovation and the characteristics of consumers in terms of economic, demographic and social variables.

Suggested Citation

  • Olejniczak Tomasz, 2021. "Innovativeness of Senior Consumers’ Attitudes – An Attempt to Conduct Segmentation," Folia Oeconomica Stetinensia, Sciendo, vol. 21(1), pages 76-91, June.
    • Handle: RePEc:vrs:foeste:v:21:y:2021:i:1:p:76-91:n:2
    DOI: 10.2478/foli-2021-0006
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    References listed on IDEAS

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    1. Nicole Halmdienst & Michael Radhuber & Rudolf Winter-Ebmer, 2019. "Attitudes of elderly Austrians towards new technologies: communication and entertainment versus health and support use," European Journal of Ageing, Springer, vol. 16(4), pages 513-523, December.
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    3. Delphine Le Serre & Corinne Chevalier, 2012. "Marketing Travel Services to Senior Consumers," Post-Print hal-00879295, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer behavior; senior consumer segment; product innovation; elderly people;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • J14 - Labor and Demographic Economics - - Demographic Economics - - - Economics of the Elderly; Economics of the Handicapped; Non-Labor Market Discrimination
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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