Senior Consumers and TV commercials in Hungary

Abstract

AIM OF THE PAPER

It is no wonder that senior customers occupy an ever more important part of the market; it is because their number and spendable income grow excessively in the welfare countries. Marketing of 50+ is focused on the needs and customer behaviour of the elderly. The researched group is undergoing a profound change with regard to their spending habits, and their behaviour is becoming more and more conscious. 50+ marketing in Hungary is still behind European trends. Our research and study tries to show the importance of the 50+ generations in terms of consumption and TV commercials.

METHODOLOGY

On the basis of the relevant literature two different empirical researches have been carried out. First, representation of the aged population in actual TV commercials were studied; second, a survey has been conducted with 556 elderly at the Széchenyi István University during seminars held for 50+ people. Based on survey data we have examined the patterns of media consumption of the elderly and their relations to the commercials. Although the results are not representative, they are relevant for highly qualified elderly women, and, with limitations, it is useful to understand the 50+ generation.

MOST IMPORTANT RESULTS

After studying more than 180 TV commercials we concluded that in Hungary very few commercials focus on the elderly. Responses to the survey showed a clearly negative attitude: 90% of the respondents were very critical of TV commercials. The reasons of this negativism needs additional research.

RECOMMENDATIONS

Effective implementation of 50+ marketing is vital to exploit the purchasing power of this generation in Hungary. However, excessive research is needed on this topic to map the habits and motivations of the elderly.