The influence of age perception on women consumer behavior

Demographic changes of inhabitants are a factor changing increasingly the situation in Europe and other developed parts of the world. People live longer and are more vital than in the past. The ageing of population affects many areas of everyday life. The number of older persons grows and their characteristics are essentially different than the characteristics of past generations. Those were the reasons for the authors’ interest in the perception of the psychological age of women older than 50. They also focused on the differences between a group of women who see themselves as younger than their actual age and a group of women who feel older. The third field of interest was how that influence on their behavior as a consumer. A total of 225 women were included in the research. To acquire the informations we use a questionnaire, which includes questions about the chronological age against the perceived age and questions about 23 values, 31 free time activities and 15 sports activities. Results show that more than a half of the women feel younger than they really are, 40% feel as old as they are and less than 5% feel older than their actual age. More than a half of the interviewed women think they look 10 years younger. Most of the women think that a person is old when he/she is over 70.