Teknikens gråhåriga marknad - vi är här för att stanna
Vad påverkar äldres köpbeslut av ny teknologi?
This thesis aims to describe how enterprises can approach and reach older citizens inorder to sell new technology products. For that they need information about aspectsaffecting elderlies purchase decisions regarding these kind of products. The study isbased on 13 qualitative interviews where we have applied semi structured interviews andobservations of the elderlies behaviour towards an Ipad which we used as a study objectduring the interviews.The results of this study shows several aspects which affect the elderlies purchasedecision regarding new technology but it all comes down to one matter, lack ofknowledge. In order to overcome that obstacle, enterprises need to modify theircommunication strategy. They will be needing information about elderlies preferencesand their self-image, meaning how they perceive themselves which is connected to howreceptive they are towards new technology. They will also need to communicateinformation about the products area of use, the quality of the product, that the product isuser-friendly and that there is impeccable support and education available. All theseaspects have shown to have huge impact on the purchase decision. Enterprises need toassure the elderly segment that they will be able to use these products withoutcomplications. Since the social environment, especially the younger segment has shownto have an impact on the elderlies purchase decisions, enterprises must also turn theattention and start communicating this information towards them also.