A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service
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 immedia...
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Online Access: | https://repo.uum.edu.my/id/eprint/30144/1/IJMS%2030%2002%202023%20429-468.pdf https://doi.org/10.32890/ijms2023.30.2.9 https://repo.uum.edu.my/id/eprint/30144/ https://e-journal.uum.edu.my/index.php/ijms/article/view/14893 https://doi.org/10.32890/ijms2023.30.2.9 |
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my.uum.repo.301442023-12-17T10:56:44Z https://repo.uum.edu.my/id/eprint/30144/ A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service Bhuyan, Bishal Kashyap, Kinnari HF Commerce 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. Universiti Utara Malaysia Press 2023 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/30144/1/IJMS%2030%2002%202023%20429-468.pdf Bhuyan, Bishal and Kashyap, Kinnari (2023) A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service. International Journal of Management Studies (IJMS), 30 (2). pp. 429-468. ISSN 2232-1608 https://e-journal.uum.edu.my/index.php/ijms/article/view/14893 https://doi.org/10.32890/ijms2023.30.2.9 https://doi.org/10.32890/ijms2023.30.2.9 |
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HF Commerce Bhuyan, Bishal Kashyap, Kinnari A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service |
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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. |
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Article |
author |
Bhuyan, Bishal Kashyap, Kinnari |
author_facet |
Bhuyan, Bishal Kashyap, Kinnari |
author_sort |
Bhuyan, Bishal |
title |
A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service |
title_short |
A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service |
title_full |
A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service |
title_fullStr |
A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service |
title_full_unstemmed |
A Reflection on Marketing from The Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service |
title_sort |
reflection on marketing from the elderly people’s perspectives: recognising the hidden needs for elderly health-care products and service |
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Universiti Utara Malaysia Press |
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2023 |
url |
https://repo.uum.edu.my/id/eprint/30144/1/IJMS%2030%2002%202023%20429-468.pdf https://doi.org/10.32890/ijms2023.30.2.9 https://repo.uum.edu.my/id/eprint/30144/ https://e-journal.uum.edu.my/index.php/ijms/article/view/14893 https://doi.org/10.32890/ijms2023.30.2.9 |
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