This thesis aims to describe how enterprises can approach and reach older citizens in
order to sell new technology products. For that they need information about aspects
affecting elderlies purchase decisions regarding these kind of products. The study is
based on 13 qualitative interviews where we have applied semi structured interviews and
observations of the elderlies behaviour towards an Ipad which we used as a study object
during the interviews.
The results of this study shows several aspects which affect the elderlies purchase
decision regarding new technology but it all comes down to one matter, lack of
knowledge. In order to overcome that obstacle, enterprises need to modify their
communication strategy. They will be needing information about elderlies preferences
and their self-image, meaning how they perceive themselves which is connected to how
receptive they are towards new technology. They will also need to communicate
information about the products area of use, the quality of the product, that the product is
user-friendly and that there is impeccable support and education available. All these
aspects have shown to have huge impact on the purchase decision. Enterprises need to
assure the elderly segment that they will be able to use these products without
complications. Since the social environment, especially the younger segment has shown
to have an impact on the elderlies purchase decisions, enterprises must also turn the
attention and start communicating this information towards them also.
2015. , 54 p.