In the way of conduct of elder consumers in the market, one may notice certain differences as compared with behaviour of other groups of consumers, which result from the fact that this is a group with specific features, as its financial abilities, needs, expectations, attitudes and motives for actions are different. Specific living conditions of elderly people and changes taking place in their organisms affect specificity of their consumption and purchasing behaviours. The main task of the market in the situation where elderly people constitute a significant, ever growing group of the society with a great market potential and representing a specific set of needs is tackling the process of aging as an important determinant shaping the level and pattern of consumption and consumer behaviours of elderly people.
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