Abstract:

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group.They can be segmented based on their need to control their own life and their social orientation. Each segment has specific needs in the area of brand and product usage, specific desires with regard to products, and specific preferences for brands.In addition, communication for senior citizens must conform with specific do's and don'ts to be appealing to the target group.