Yaşlı Tüketiciler ve Yaşlı Tüketicilerin Harcama Eğilimlerinin Belirlenmesine Yönelik Bir Araştırma

Abstract

Elderly population has been increasing in the World and in Turkey due to such factors as low rate of population growth, advances in health sector, low death rate, and increase in average life span. Target consumer mass of businesses is changing in accordance with the increase in elderly population. Business managers have to well foresight and well understand this change. The issue has not been sufficiently analyzed yet in Turkey whereas comprehensive studies have been conducted about elderly market segment in the USA and in Europe.In this study, a survey was conducted on 350 people in order to find out the elderly consumers’ propensity to consume and data was analyzed via SPSS software program. The results of the study indicate that the most important feature that consumers want see on a product or a service is reliability. Consumers give priority to health related products and services. Findings also indicate that the priority that elderly consumers give to product and service groups vary across demographics.

Keywords

• Yaşlı Tüketici
• Satın Alma Davranışı
• Elderly Consumer
• Buying Behaviour