The Influence of Communication Mixture on Seniors' Purchase Behavior
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 seniorsâ€™ 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 seniorsâ€™ 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.
Volume (Year): 10 (2015)
Issue (Month): 2 (December)
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