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Teknikens gråhåriga marknad - vi är här för att stanna: Vad påverkar äldres köpbeslut av ny teknologi?
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The grey market of technology : What is affecting elderly’s decision to buy new technology? (English)
Abstract [en]

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.

Place, publisher, year, edition, pages
2015. , 54 p.
Keyword [en]
consumer behaviour, decision making, purchase decision, buyer decision
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-45102OAI: diva2:826771
Subject / course
Business Administration - Other
Educational program
Enterprising & Business Development, 180 credits
Available from: 2015-06-26 Created: 2015-06-25 Last updated: 2015-06-26Bibliographically approved

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