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• W285457002 abstract "INTRODUCTION For next several decades U.S. population will include a large and expanding number of older consumers. Several reasons account for this phenomenon. Since turn of century life expectancy has increased and will probably continue to some maximum age, perhaps 120 (Hayflick, 1994). Further, baby boomer cohort group, largest and most affluent in U.S. history, begins to turn 60 in first decade of 21st century. When individuals in a large population cohort with high discretionary income live longer than their predecessors, marketers take notice (Moschis, 1992, 1994). As they observe older consumers, marketers want to understand what happens as seniors progress through each step in consumer decision for their products. The research described below examines decision for several goods and services and focuses particular attention on need recognition, first step in this process. I conducted open-ended interviews with 12 people over 60 including three each who were in their sixties, seventies, eighties, and nineties (Alexander, 1996, 1997). The first two age groups included two men and one woman each and last two reversed ratios. The three respondents in 60 to 69 group owned single family dwellings, one male in 70 to 79 group lived in an age-integrated apartment building, and remaining resided in an age-segregated apartment complex. All lived in an upper-midwestern community of 155,000 population. I completed three interviews of 90 minutes duration with each respondent (Seidman, 1991), transcribed 54 hours of audio taped responses and analyzed transcriptions. Field notes written during and immediately after each interview and material written by respondents for publication or for family members comprised additional sources of data. The questions asked may have elicited concepts which interviewees might not have otherwise mentioned. And even though they differed in age, education level, social class and occupation, all were Euroamerican, financially secure, and long time residents of area. These facts may have compromised validity. Engel, Blackwell and Miniard define need recognition as the perception of a difference between desired state of affairs and actual situation sufficient to arouse and activate decision process (1995, p. 176). The data indicate that older consumers recognize needs for some consumer goods and services. For other products elderly buyers either find differences between desired and actual states too small to cause need recognition or have completed decision and moved on to post-purchase evaluation. For a variety of reasons respondents recognized need for appropriate wearing apparel, shoes, air transportation, and specialized furniture. However, search yielded few acceptable alternatives for these items. GOODS AND SERVICES AROUSING NEED RECOGNITION Clothing comprised most telling need recognized by older consumers. As people age their bodies and preferences in clothing styles change. Wearing apparel designed for youth may neither fit aging physiques nor appeal to older tastes. Elderly consumers in present study needed, but could not find, clothing fashioned for them. The needs crossed age groups but differed in type by gender. Women, regardless of age, defined desired state of affairs as wearing apparel which fit, was styled for older person, but did not make them look like old women. Yet clothes available for sale were either designed for young people or made them appear older than they felt. (Also see Belleau, Broussard, Summers & Didier, 1994; Chowdhary, 1988; and Underhill, 1996). The findings support Moschis' (1992, 1994) contention that demand for apparel declines in later life partly because of limited availability of suitable clothing. …" @default.
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• W285457002 date "1997-07-01" @default.
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• W285457002 title "Need Recognition by Older Consumers" @default.
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