A REFLECTION ON MARKETING FROM THE ELDERLY PEOPLE’S PERSPECTIVES: RECOGNISING THE HIDDEN NEEDS FOR ELDERLY HEALTH-CARE PRODUCTS AND SERVICE

Abstract

Ageing in India is exponentially increasing due to the remarkable advancement. However, the limited health care facilities, lack of
trained manpower, absence of insurance products and services for elderlies contribute to the neglected components of the health system and thereby, necessitate immediate light to the growing burden. Thus, the present study conducted the in-depth interview method to investigate the products and service-related to the elderly difficulties and challenges. The interview was conducted among 28 participants from the age group 60 years and above in the Nagaon district of Assam, India. While noting the reasons for motivation to demand for the products and services, factors such as bodily fragility, physical dependence, transportation, financial dependence were identified. Additionally, the need for medication, hygiene needs, mobility needs and caregiving facilities were highlighted along with some physical ailments among participants. Although marketers do not accord a high priority to elderly customers, the study has found that the demand and issues related to the marketing of elderly health care products and services may trigger innovative and creative construction leading to cover marketing to all the generations harmoniously.