Go Back to www.IndependentRetailer.com MARKETING Marketing To


Boomers continued from page 106


in the emotions of the older per- son, so much so that the older customer is often more disposed to be a faithful customer than the younger customer is. 4) Less self oriented, more


altruistic. Older customers tend to show increased response to marketing appeals refl ecting al- truistic values. This tracks with a common middle age shift toward stronger spiritual values, in which concern for others increases. 5) Increased time spent in


making purchase decisions. As most people grow older, they experience changes in their per-





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ceptions of time, but also in its meaning and role in their lives. For example, older people often ignore time urgency strategies in marketing, such as, “Offer good until,” “Only three left in stock,” etc. Generally, “time is not of the essence,” is a common attitude among older people, especially those who have retired. 6) See fewer differences


between competing products. Because older people tend to be more highly individuated, and less infl uenced by external infl uences, perceptions of products are more internally shaped. They typically conclude that there is little dif- ference between products than marketers claim. 7) See more differences


between competing compa- nies. Older customers tend to be more responsive to, “compa- nies with a conscience,” than younger customers are. From a self-interest perspective, they are also more attentive to warranty issues and a company’s reputa- tion for honoring its warranties, than younger customers. 8) With respect to making


discretionary purchase deci- sions. Older customers tend to have a decreased sensitivity to price, increased sensitivity to af- fordability, and sharply increased sensitivity to value. 9) Increased price sensitivity





Visit our websites at: www.metalrockpewter.com Immediate Shipment: 174A Semoran Commerce Place, Suite 103, Apoka, FL 32703


108 February 2011


in nondiscretionary spending. As they age, many customers de- velop higher economic “literacy” and skillfully apply it to get the best price. In purchasing “need” items, older customers tend to be more bargain minded, whereas in continued on page 109


INDEPENDENTRETAILER


NM-70


N-843


N-794


N-758


N-328


N-694 NM-74 NC-8 N-802 NM-25 NC-55 NC-41 NM-32 NC-58 N-818 N-775 NC-63 NC-61 N-710 N-724 N-833 NC-69 NC-25 NM-50 N-560 NM-66 N-838 N-819 N-789 N-733 N-783 N-747 N-703 N-759 N-746 N-688 N-731 N-677


NM-44


N-525


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