Winning the Senior Market: Entrepreneurial Strategies for Success

Abstract

This study examines the behaviour of senior consumers from the perspective of professionals in this market, who are considered to be entrepreneurial players in the fast-growing sector. A qualitative study was conducted through 15 case studies with companies from different industries targeting seniors, to determine the business tactics to be implemented by entrepreneurs in order to meet the changing demands of senior consumers. The tabular illustration of themes and sub-themes, developed by NVivo, provides a systematic summary of the results, ensuring a detailed understanding of the perspectives shared by market professionals. Mainly it is deduced that in the senior market, it will be necessary to take into account, customization and specific support, innovation and adaptation of technology, the long sales cycle, as well as regulations and security.