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2015 | 61 | 1 |
Tytuł artykułu

Granice rynku „starszych konsumentów” w Europie – wiek chronologiczny a wiek kognitywny nabywców

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Treść / Zawartość
Warianty tytułu
EN
Boundaries of the „elder consumer” market in Europe – the chronological age and the cognitive age of purchasers
RU
Granicy rynka “pozhilykh potrebitelejj” v Evrope – khronologicheskijj i kognitivnyjj vozrast pokupatelejj
Języki publikacji
PL
Abstrakty
PL
Celem rozważań jest analiza przydatności wieku chronologicznego jako kryterium wyodrębnienia rynku starszych konsumentów w krajach Unii Europejskiej. Powszechnie uważa się, że znaczenie tego rynku będzie rosło ze względu na jego rozmiary, jednak trudno je precyzyjnie wyznaczyć ze względu na niechęć starszych konsumentów do identyfikowania się ze swoją grupą wiekową. Z przeprowadzonych badań wynika, że wiek kognitywny jest lepszym predyktorem zachowań nabywców niż wiek chronologiczny, co więcej, pozwala on na lepsze poznanie rzeczywistych potrzeb i aktywności starszych nabywców. Artykuł jest przeglądem literatury.
EN
An aim of considerations is to analyse the usefulness of chronological age as a criterion for separation of the elder consumer market in the European Union countries. It is commonly believed that importance of this market will grow due to its dimensions; however, it is difficult to precisely determine them due to reluctance of elder consumers to be identified with their age group. The carried out surveys show that the cognitive age is a better predictor of purchasers' behaviours than the chronological age; moreover, it allows for a better recognition of the real needs and activity of elder purchasers. The article is a review of literature.
RU
Цель рассуждений - провести анализ пригодности хронологического воз­раста в качестве критерия выделения рынка пожилых потребителей в странах- членах Европейского Союза. Общепринято, что значение этого рынка будет повышаться из-за его размеров, но трудно его четко обозначить из-за нежелания пожилых потребителей отождествлять их с их возрастной группой. Прoведенные обследования показывают, что когнитивный возраст - более приемлемый предиктор поведения покупателей, чем хронологический возраст; более того, он позволяет лучше узнать действительные потребности и активность пожилых покупателей. Статья представляет собой обзор литературы.
Słowa kluczowe
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-
Czasopismo
Rocznik
Tom
61
Numer
1
Opis fizyczny
s.17-25,bibliogr.
Twórcy
autor
  • Katedra Marketingu, Akademia Leona Koźmińskiego, ul.Jagiellońska 59, 03-301 Warszawa
Bibliografia
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  • Kastenbaum R., Durbin V., Sabatini P., Artt S. (1972), The ages of me: toward personal and interper­sonal definitions of functioning aging, "Ageing and Human Development", Vol. 3.
  • Martin В., McGuire F., Allen L. (1998), Opportunities for marketing travel services to new- age elderly, "Journal of Services Marketing", Vol. 12, No. 4.
  • Moschis G., Bellenger D., Curasi C. (2004), Housing preferences of older consumers, "Proceedings of the 10th Annual Conference of the Pacific Tim Real Society", Bangkok.
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Typ dokumentu
Bibliografia
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