The attitude of Polish seniors to advertising as a source of market information Cover Image

The attitude of Polish seniors to advertising as a source of market information
The attitude of Polish seniors to advertising as a source of market information

Author(s): Magdalena Dołhasz
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Jagiellońskiego
Keywords: advertising; segment of seniors; sources of information

Summary/Abstract: The demographic structure of the Polish society is changing. In accordance with the trend observed in the world, the number of elderly people is increasing, which implies new actions in the area of ​​social and economic life. Enterprises more and more often notice this segment, creating special offers in the marketing mix for the elderly preceded by the necessity to study the market behaviour of seniors, including the use of sources of consumer information.This article aims to initially identify the importance of advertising as a source of product information for seniors in Poland. It uses the data from secondary sources – the literature of the subject and the results of published studies as well as the results of pilot studies conducted by the author among seniors in Poland. They confirm that seniors use both modern and traditional sources of information (including advertising). Their attitude to advertising – like among all Poles – is negative. However, they declare that advertising is an important source of information about products.

  • Issue Year: 2/2016
  • Issue No: 2
  • Page Range: 101-114
  • Page Count: 14
  • Language: English