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The impact of the ageing of society on consumer behaviour and consumer markets

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Chapter Summary

There are three types of ageing namely cultural ageing, social ageing and physiological ageing. Cultural ageing alters consumer behaviour: for example, people's tastes in food and clothing change. Social ageing leads to consumption of services that require time on the part of the consumer. It is predicted that in the Japan of tomorrow, an increasing number of people will take trips, attend concerts, visit art galleries, and go to watch sports. With the increase in the number of senior citizens who are to all appearances healthy, there has been a growing tendency to become complacent about the ravages of physiological ageing. This chapter examines the impacts on consumer behaviour of each of these three forms of ageing. Availability of spare time is significant as a determinant of one's level of consumer behaviour.

Keywords: consumer behaviour; cultural ageing; physiological ageing; social ageing



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