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.
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.
Lynn Sudbury, Liverpool John Moores University, UK
Florian Kohlbacher, German Institute for Japanese Studies, Japan
Agnes Hofmeister, Corvinus Univesity of Budapest, Hungary
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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