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Czasopismo
2015 | nr 1 | 17--25
Tytuł artykułu

Granice rynku "starszych konsumentów" w Europie - wiek chronologiczny a wiek kognitywny nabywców

Autorzy
Warianty tytułu
Boundaries of the "Elder Consumer" Market in Europe - the Chronological Age and the Cognitive Age of Purchasers
Języki publikacji
PL
Abstrakty
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. (abstrakt oryginalny)
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. (original abstract)
Czasopismo
Rocznik
Numer
Strony
17--25
Opis fizyczny
Twórcy
  • Akademia Leona Koźmińskiego w Warszawie
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171387825

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