VALUE ORIENTATION IN GERONTOMARKETING
https://doi.org/10.24412/2225-8264-2021-1-55-59
Abstract
Gerontomarketing or seniorenmarketing for over 20 years has been one of the most relevant areas of marketing activities for many companies. In fact, it is a comprehensive analysis and consideration of the peculiarities of older age groups of the population, the philosophy of life perception of society in conditions of aging, values in the formation of consumer choice. However, the recent changes require the addition of some of its concepts to increase the efficiency of the tools. The first of all, this is due to changes in demographic dynamics, that means an increase in the proportion of the population over the working age. The article examines the statistics of changes in the number of age groups in different countries, as evidence that this phenomenon is a global trend. It is projected that by 2050 the older generation will be almost 2 billion people. Another proven trend is the change in the value system of generations approaching the «silver age» The authors of the article analyzed the features of the changes taking place. A comparison of the basic spiritual, moral, socio-cultural and economic values of representatives of three generations – «Silent Generation», «Baby Boomers» and «Generation X» is carried out. The research, presented in the work, shows how the changed values affect the characteristics of the behavior of older people in the market environment. The analysis of the research results made it possible to form a number of key recommendations on the use of various technologies of influence on the representatives of the «silver age» generation. Using this information, companies can better marketing interaction with different segments of consumers, taking into account the characteristics of each of them.
About the Authors
N. V. Katunina
Omsk State University F. M. Dostoevsky
Russian Federation
Russian Federation
Nataliya V. Katunina
E. A. Luneva
Omsk State University F. M. Dostoevsky
Russian Federation
Russian Federation
Elena A. Luneva
T. D. Sinyavec
Omsk State University F. M. Dostoevsky
Russian Federation
Russian Federation
Tatyana D. Sinyavec
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Review
For citations:
Katunina N.V., Luneva E.A., Sinyavec T.D. VALUE ORIENTATION IN GERONTOMARKETING. Herald of Siberian Institute of Business and Information Technologies. 2021;10(1):55-59. (In Russ.) https://doi.org/10.24412/2225-8264-2021-1-55-59
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