Konsumencka innowacyjności a zachowania konsumentów seniorów – wyniki badań

• Authors: Badowska Sylwia , Rogala Anna

Title variants

EN

Consumer Innovation and Senior Consumers’ Behaviour – Research Results

• Languages of publication: PL

Abstracts

PL

Celem niniejszego artykułu jest poznanie zachowań innowacyjnych konsumentów seniorów oraz ich skłonności do nabywania innowacyjnych produktów technologicznych na przykładzie telefonów komórkowych. Nowością artykułu jest zarówno temat badania realizowany w populacji seniorów, jak i zastosowana metoda pomiaru innowacyjności konsumenckiej, szeroko znana na świcie, jak dotąd niewykorzystywana w Polsce. Wyniki badań sugerują, iż konsumenci seniorzy należą do nabywców otwartych na innowacje i nie wchodzą w ich posiadanie jako ostatni, jakkolwiek dokonują ich zakupu rzadziej niż inne osoby z ich otoczenia. Konsumenci seniorzy, aby dokonać zakupu nowej wersji produktu, wymagają dodatkowych stymulatorów, w tym pozyskania informacji o specyficznych cechach nowości. Nie są grupą, która wie o innowacjach pierwsza, zatem komunikacja innowacji powinna wykorzystywać wcześniejsze grupy nabywcze rekomendujące im te produkty.

EN

The aim of this paper is to get to know an innovative behaviour of elderly consumers and their willingness to purchase innovative technology products, for example mobile phones. The novelty of this article is both the research subject examined among the elderly population and the worldwide-known measuring method used, but not employed in Poland yet. The findings suggest that elderly consumers are among the buyers who are open to innovations and are not last to acquire them. However, they purchase new products less often than other people in their circles. The elderly, when purchasing a new version of the product, require additional stimulants, including obtaining information about the specific features of the novelty. They are not a group which learns about innovation first, so communication of innovations should use a purchasing group recommending these products to the elderly.

Keywords

PL

konsumencka innowacyjność; konsumenci seniorzy; innowacje; produkty technologiczne

EN

consumer innovativeness; elderly consumer; innovation; technology products

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Problemy Zarządzania
• Year: 2016
• Issue: 2/2016 (59), t.1
• Pages: 204-223

Contributors

author

Badowska Sylwia

• Uniwersytet Gdanski, Wydzial Zarzadzania, Katedra Marketingu

author

Rogala Anna

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Identifiers

DOI

10.7172/1644-9584.59.13

ISSN

1644-9584