Different strokes

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Gero marketing is a very popular term in the West, commonly referring to the marketing of geriatric products to people beyond their earning age—things like hearing aids, medical diagnostic products such as blood pressure monitors, muscle exercise machines, health tonics, and old age homes.

As curiosity rises in Indian marketing circles about the senior citizens and their value as a market segment, we at Starcom Worldwide started exploring this topic in 2007. Over eight week period, we studied the seniors through a variety of qualitative research techniques, chief among which were friendship groups, ethnography, accompanied shopping, depth interviews and shopping list analysis.

We attempted to understand brand decision-making process, influence behaviour, new product trial potential, and actual buying behaviour. We explored their attitude to brands, advertising, celebrity endorsement, media usage and peer influence. We came up with many interesting findings and insights, most of which are valuable for marketing.

And, among other things we came to the conclusion that although senior citizens have some buying power, it is very limited. One of the first things we found, perhaps not surprisingly, is that ‘senior citizens’ is not a homogeneous group, just because they are all grandparents. While their influence is generally modest on ‘things the family or other individuals can use’, it is not insignificant.

However, contrary to popular expectation, often, senior’s opinion is actively sought on matters requiring high investments, such as real estate and financial investments. The seniors’ influence in the decision making and buying process is dependent on whether they ‘permanently’ live with their children or visit them occasionally, their history of active employment, in-employment and post-employment earning, ongoing financial freedom, education level, level of post-working life engagement, education of children, presence of grand-children in the household and their own marital status.

So they have special needs. Their media behaviour is different. Their ability to comprehend and assimilate commercial messages is different. Their attitude to television, advertising and celebrities is different. Their dependence on the opinion of their immediate support group (laughter club, morning walk group, drinking buddy group) is high. Their loyalty behaviour is different.