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Seniorenmarketing - Stand der Forschung zum Kaufverhalten in Abhängigkeit des Alters der Verbraucher

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  • Roland Helm

    ()
    (Unilever-Stiftungslehrstuhl für Allgemeine Betriebswirtschaftslehre, insbesondere Absatzwirtschaft, Marketing und Handel, Friedrich-Schiller-Universität Jena)

  • Sebastian Landschulze

    ()
    (Unilever-Stiftungslehrstuhl für Allgemeine Betriebswirtschaftslehre, insbesondere Absatzwirtschaft, Marketing und Handel, Friedrich-Schiller-Universität Jena)

  • Uta Scheunert

    ()
    (Unilever-Stiftungslehrstuhl für Allgemeine Betriebswirtschaftslehre, insbesondere Absatzwirtschaft, Marketing und Handel, Friedrich-Schiller-Universität Jena)

Abstract

Insbesondere vor dem Hintergrund des demographischen Wandels erkennen Unternehmen zunehmend die Potenziale der Konsumenten der Altersgruppe 50plus. Um den Best Ager Markt adäquat bearbeiten zu können, ist es erforderlich die Besonderheiten im Kaufverhalten dieser Zielgruppe zu kennen und in den angestrebten Marketingmaßnahmen zu berücksichtigen. Der vorliegende Beitrag trägt dazu bei, indem er zum einen aufzeigt, ob und inwieweit sich die Variable Alter auf die klassischen Determinanten des Kaufverhaltens auswirkt. Zum anderen werden die tatsächlich beobachtbaren Kaufverhaltensstrukturen älterer Konsumenten anhand bisheriger Forschungsergebnisse analysiert.

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Bibliographic Info

Paper provided by Friedrich-Schiller-University Jena, School of Economics and Business Administration in its series Jena Research Papers in Business and Economics - Working and Discussion Papers with number 05/2009.

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Date of creation: 03 Jun 2009
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Handle: RePEc:jen:jenjbe:2009-05

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Keywords: Seniorenmarketing; Kaufverhalten; Alter; Marketing 50plus; Alters- und Kohorteneffekte;

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