The Values of Senior Consumers: a Multinational Analysis

This paper makes a contribution to knowledge by analyzing and comparing the values of older consumers across four culturally disparate nations (Japan, Germany, UK, and Hungary). Findings suggest that, as a whole, these seniors value security, warm relations with others, and self-respect above other values. Conversely, being well respected and a sense of belonging are less important to them. However, key differences across nations did emerge. Implications for marketers are discussed.



Citation:

Lynn Sudbury, Florian Kohlbacher, and Agnes Hofmeister (2011) ,"The Values of Senior Consumers: a Multinational Analysis", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 97-97.

Authors

Lynn Sudbury, Liverpool John Moores University, UK
Florian Kohlbacher, German Institute for Japanese Studies, Japan
Agnes Hofmeister, Corvinus Univesity of Budapest, Hungary



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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