Consumer Behaviour of Seniors on the Cow’s Milk Market in Slovakia: Silver Persuading Techniques

Abstract

Seniors are usually perceived as an unattractive segment, mostly due to their limited spending power. In Slovakia, the number of seniors has continuously been increasing. The population has been growing older. In Europe, more than a quarter of the population is expected to be aged 65 years or older by 2050. That is the main reason why we have to understand the consumer behaviour and decision-making processes of senior consumers. The presented paper deals with the consumer behaviour of seniors on the Slovak market of cow’s milk since it is the most commonly consumed type of milk in Slovakia. Opinions of nutrition specialists differ on whether it is beneficial or not for humans to consume milk. However, in general, milk is considered to be an essential component of the diet not only for children but also for adults and especially for seniors because of its high nutrition value. Milk and dairy products should be a daily part of the seniors’ diet. Since older people no longer have the necessary enzyme (lactase) to break down milk sugar (lactose), it is recommended to consume milk products that no longer contain milk sugar, but that lactic acid is produced by fermentation. Sour milk products such as curd, yoghurt or kefir have a beneficial effect on stomach, intestines and also the immune system. Long-term insufficiency of calcium intake causes osteoporosis – a disease that manifests itself in bone loss and structural disorders. It leads to increased fracturing of the bones and thus an increased risk of health complications resulting from there. This study explores senior consumers’ preferences for milk and their decision-making strategies on the market of cow’s milk. The study is oriented primarily on visual cues catching the attention of consumers. Anonymous survey was conducted on a sample of 470 senior respondents (210 males and 260 females) aged 61 – 84. Using selected psychological tools and a short questionnaire it was found out that Slovak seniors prefer traditional motives and bright colours on the milk packaging, they highly prioritise price over quality of milk products and in comparison with young adults, they are loyal to chosen products or brands. Seniors who score higher on the scale of neuroticism personality trait state that the packaging of milk products is significant for their decisions. Seniors with higher emotional stability tend to experiment more on the market of milk. Keywords cow’s milk, seniors, consumer behaviour, packaging, persuading techniques.