Discusses five barriers to new product adoption by older people. Offers marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trial. Concludes that marketing innovations to the elderly is different than for other age groups, with a requirement to focus specifically on need, not newness.
Lunsford, D.A. and Burnett, M.S. (1992), "Marketing Product Innovations to the Elderly: Understanding the Barriers to Adoption", Journal of Consumer Marketing, Vol. 9 No. 4, pp. 53-62. https://doi.org/10.1108/07363769210037097
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