Are 50+ any different to marketers?

Abstract

India has been recognized as a young nation and most of the marketing attempts of the consumer products and services focus on the youths of the country. In this project we are going to focus on the marketing ideas to target the age 50 plus consumers. This segment currently forms roughly 15% of the population and is growing. Consumers in this category are mostly the household heads, thereby have potential to influence the buying behaviour of the family members. In this study, we will see whether the associations created in minds of these consumers are in any way different than their counterparts in other segments. Older consumers undergo lots of biological, psychological and social changes and this may affect their attitude towards the brands which were favourable in young age.