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Marketing Product Innovations to the Elderly: Understanding the Barriers to Adoption

Dale A. Lunsford (Assistant Professor of Marketing at The University of Tulsa in Tulsa, Oklahoma)
Melissa S. Burnett (Assistant Professor of Marketing at Southwest Missouri State University in Springfield, Missouri)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1992

Abstract

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited