The current demographic trend raises the question of how best to cater for the emerging market of elderly consumers with customer preference matching products and services. The proportion of silver agers, that is, people above 65 years of age, is constantly increasing in the more developed regions of the world, reaching 30% in 2030 (United Nations, 2013). This renders silver agers a key target group for consumer product companies – a point of view shared by the two aviation companies who supported the experimental study component of this dissertation project.
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