How Consumer Behavior Appears in Older Generation

Marketing is an essential tool when it comes to market capitalization and selling if a certain product. It plays a major role in deriving consumers and promoting sales of a product. It also presents an unknown product to the product thus increasing its probability of selling. As much as there are many advantages accrued in marketing, it is also important to understand the behavior of the consumer in order to come up with a marketing strategy that is effective in selling a product. People of different age groups behave differently towards the same product. It is therefore necessary for the producer to be aware of his targets market or audience while marketing a product. Advertisements or other marketing strategies intended for younger people will probably not interest the older adults while the advertisements meant for older people may be deemed boring by the younger adults. This necessitates the need to understand the behaviors of different consumers. Older adults in this case are the target consumers.

At an older age, adults have obviously seen it all in life and have used various products all along to an extent that they have their favorite products. Older adults have a chance to experiment what product works best for them and what product is useless for them. For that reason, older adults have a straight forward approach to marketing. They are not often carried away by fancy advertisements like younger people. Older adults are more concerned about their health and safety which also affects their general behavior as consumers of certain products (Fuller & Stopford, 2014). At an older age, people are vulnerable to certain health risks which may be brought forth by some consumer products such as manufactured foods and beverages. Older adults will tend to be keen with what they consume hence if the product does not meet their needs, they will turn it down regardless of the taste and packaging. Health and safety are the driving factors that determine the behavior of adults towards a certain product. The mature market is especially dictated by how much value one is getting from a certain product for a specific amount compared to another product (Moschis, 2012).

Older adults are very particular with how they spend their money which is another aspect that dictates their behavior. Unlike young people, older adults will ask the hard questions rather than be impressed by the physical appearance of a product until they are convinced that they are getting value for their money (Moschis, 2012). They will enquire about the product life and compare the information with other products and eventually purchase the product that gives them a better bargain for their money. Often, the needs of older adults are aimed at making their life and that of their children more comfortable and healthier. For that reason, older adults will shop for better furniture, a better car and better home accessories. Older adults also spend adequate time shopping for food and food products that are healthy and nutritional in order to ensure that their health is not jeopardized by their life style (Fromm & Garton, 2015). The needs of older adults therefore revolve around what makes their life better and comfortable. This includes healthcare products. Older adults will compare the quality of healthcare they get from one healthcare provider with quality of other healthcare providers and decide where they get much value for their money. Older adults unlike younger people are quite specific and keen when purchasing a product hence it is important for producers to consider that when strategizing on a marketing plan.