OPPORTUNITIES FOR DEVELOPMENT OF ENTREPRENEURSHIP IN THE RANGE OF PRODUCT ADJUSTMENT TO THE NEEDS OF THE ELDERLY

The society ageing process forces the necessity to put attention to particular needs and expectations of the elderly consumers. It is necessary to identify the needs and expectations in the field of food product packaging. The distinguished needs constitute an opportunity for development of contemporary entrepreneurship by designing and offering innovative packaging which fulfil expectations of the elderly consumers. This article attempts to identify opportunities for entrepreneurship development in the silver economy area and in the range of adjusting food product packaging to the needs of the elderly consumers. The research was performed by means of CATI questionnaire interview method. The questionnaire consisted of two parts. Part one included questions concerning identification of needs and expectations of the elderly consumers in terms of food product packaging. Part two of the questionnaire were questions describing the respondents. The conducted research allowed to identify features of food product packaging which are important from the point of view of the elderly. Such consumer segment puts particular attention to certain benefits from packaging, such as a guarantee of safe product consumption, ease of product storage as well as provision of a necessary scope of information by the packaging. The research also shows that the elderly consumers prefer concrete features in the range of visual aspect of food product packaging. Therefore, actions aiming at persuading and attaching consumers to a given product by means of communication of packaging constitute a chance for the entrepreneurship.

Full text (pdf)

1. Bonn Declaration for the Silver Economy as an Opportunity for Quality of Life, Economic Growth and Competitiveness in Europe, 2005, www.silvereconomy-europe.org (02.09.2016).
2. Bossak J.W., Konkurencja i współpraca międzynarodowa, Difin, Warszawa 2013.
3. Europe’s demographic future. Facts and figures on challenges and opportunities, 2007, European Commission, Luxembourg.
4. Glinka B., Gudkova S., Przedsiębiorczość, Wolters Kluwer, Warszawa 2011.
5. Golinowska S., Srebrna gospodarka – element strategii rozwoju regionalnego [in:] Starzejące się społeczeństwo: nowe zadania dla polityk publicznych, Małopolskie Studia Regionalne nr 2–3/31–32/2014, Kraków 2014.
6. Graafmans J., Taipale V.,  Charness N., Gerontechnology. A sustainable investment in the future, IOS Press, Amsterdam 1998.
7. Hoyer W.D., MacInnis D.J., Consumer behavior, Australia: South-Western Cengage Learning 2010.
8. Kabaja B., Możliwości wykorzystania metody TVScore do oceny znakowania opakowań na przykładzie suplementów diety, Zeszyty Naukowe UEK 8(956), Kraków 2016.
9. Kubejko-Polańska E., The role of local self-government in stimulating urban development in the context of the construction of age-friendly cities and the concept of Silver Economy, Nierówności Społeczne a Wzrost Gospodarczy, 2017, nr 49 (1/2017).
10. Lisińska-Kuśnierz M., Food packaging as non-satisfactory comunication instrument in opinion of consumers [in:] Innovations in product development and packaging, UEK, Kraków 2016.
11. Lockhart H.E., A Paradigm for Packaging,  Packaging Technology and Science, 1997, 10(5).
12. Mossakowska M., Więcek A., Błędowski P., Aspekty medyczne, psychologiczne, socjologiczne i ekonomiczne starzenia się ludzi w Polsce, Termedia Wydawnictwa Medyczne, Poznań 2012.
13. Rembiasz M., Srebrna gospodarka szansą rozwoju MSP, Zeszyty Naukowe Uniwersytetu Szczecińskiego nr 848, Ekonomiczne Problemy Usług nr 116, Szczecin 2015.
14. Silver Economy Network of European Regions: SEN@ER (www.silvereconomy-europe.org).
15. Szukalski P., Trzy kolory: srebrny. Co to takiego silver economy?, „Polityka Społeczna” 2012, nr 5-6.
16. Szymczak J., Ankiel-Homa M., Opakowanie jednostkowe w działaniach marketingowych przedsiębiorstw, Wydawnictwo Akademii Ekonomicznej w Poznaniu, Poznań 2007.
17. Świda J,. Cholewa-Wójcik A., Kawecka A., Determinants of Creating Packaging Innovations for Older Consumers, Proceedings of The International Business Conference 2016: Searching for Innovative and Creative Business Solutions, Vilniaus Kolegija/University of Applied Sciences, Vilnius – Lithuania 2016.
18. Świda J., An elderly consumer as a specific research object of the marketing research, Gębarowski M., Hermaniuk T. (ed.) Food Product Marketing. Concepts and Research. University of Maribor, Slovenia 2015.
19. Świda, J., Zachowania rynkowe starszych konsumentów z punktu widzenia projektowania warstwy wizualnej opakowań, Zeszyty Naukowe UEK (918), Kraków 2013.
20. Yap, C. W., Yazdanifard, R., How Consumer Decision Making Process Differ From Youngster to Older Consumer Generation, “Journal of Research in Marketing” 2014, 2(2).
21. Zalega T., Zachowania konsumenckie osób starszych w Polsce, „Handel Wewnętrzny” 2016, nr 2.
22. Założenia Długofalowej Polityki Senioralnej w Polsce na lata 2014–2020, 2013, Monitor Polski Dziennik Urzędowy Rzeczypospolitej Polskiej, Warszawa.