Psychology of Consumer Behaviour

Who Are The AlphaBoomers? NBCU's Alan Wurtzel Explains - 03/20/2013

".."Alphaboomers who are 55-64 confound all the myths we hear about older adults. Alan calls them Urban Myths.."

 

-many keep working, have discretionary income, not so set in ways,likely to spend on tech, fragmented not so easy to reach

"According to A.T. Kearney's Global Maturing Consumer study, falling birthrates and increasing longevity means that, for the rest of this century, the fastest-growing consumer group will be over the age of 60. Manufacturers and retailers will need to adapt their products and sales channels, because mature consumers will represent not only a significant part of their future clientele, but also of their human resources, as retirement ages worldwide start to creep up."

 

Key Finding

*Older shoppers don't think they are adequately served by marketers, retailers or manufacturers. They comment on hard to navigate large stores,  hard-to-reach products on shelves too low or too high; diffcult to open packages, hard to read packages

 

Older and Wiser: Mature Customers' Needs - 10/12/2011...