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)
2306
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
:MCB UP Ltd
Copyright © 1992, MCB UP Limited