THE CONSUMPTIONAL DIMENSION OF AGEING IN SOCIETY

Abstract

The aim of the article: The aim of this article is to present the impact of demographic change (with special regard to the ageing of the population) in Poland and its influence on buying decisions and market demand.
Main conclusions: The assessment of seniors with regard to their attractiveness as new consumers, often leads to the foregone conclusion about their low purchase probabilities. However, during the analysis of the seniors' buying behaviour, it should be taken into consideration that they constitute the diverse market segment in terms of their income, lifestyle, preferences and needs. What follows, the consumptional dimension of ageing in society should be carefully analysed by enterprises. Despite the fact that the general perception of the senior market is constantly improving, there are still the enterprises that seem to tend to underestimate the mature consumer.
Practical and social implications: In future, the research should focus on the analysis of income and expenses for each particular type of product. It is essential to determine the level and the direction of expenses including the expenditures on services. It will help to identify the typical consumer behaviour of older people and to follow the evolving trend in the product and service sector of the senior market.
The article's category: A theoretical overview.