IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

The Influence of Communication Mixture on Seniors' Purchase Behavior

Listed author(s):
  • Michaela Janska


    (J.E. Purkyne University of Czech Republic, Usti nad Labem)

Registered author(s):

    The target group of people at the age of 60+ is interesting for all marketers. The offer for seniors should be understandable and mainly authentic. Communication mixture tools can motivate and influence the purchase decision-making process of customer-senior. The goal of this article is finding out the influence of communication mixture on seniors’ purchase behaviour over 60 years in Ustecky region in the Czech Republic. The analysis of secondary data, technical literature and studies which deal with given issues, was accomplished to fulfil the goal of this article. The results from the questionnaire will be used as primary data. It examined the influence of communication tools components on seniors’ purchase behaviour in specific region. The results of the research point at the fact that first of all the effect of traditional communication mixture components, such as advertisement on TV, receiving leaflets into post boxes and mainly discount products, has the influence on purchase behaviour of this segment. Neither the age nor the social status of seniors has significant influence on the effect of marketing communication tools. In the near future it is assumed that the influence of information technology and the lifestyle of older people will affect the marketing communication. The senior before the retirement will be different from the contemporary senior.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Article provided by Pro Global Science Association in its journal Published in Review of Applied Socio-Economic Research.

    Volume (Year): 10 (2015)
    Issue (Month): 2 (December)
    Pages: 49-57

    in new window

    Handle: RePEc:rse:wpaper:v:10:y:2015:i:2:p:49-57
    Contact details of provider: Postal:
    Bucharest, 6th district, 47 Fabricii Street, Quadra Place, bl.J, fl.1, ap.12

    Web page:

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:rse:wpaper:v:10:y:2015:i:2:p:49-57. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Manuela Epure)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.