TÁRSADALMI VÁLTOZÁSOK ÉS A MARKETING KAPCSOLATÁNAK MODELLEZÉSI LEHETŐSÉGEI

As a consequence of the great economic and scientific development in the 2nd half of the 20th century the life expectancy was continuously increasing. The importance of the ageing but still active social group became stronger (and is getting ever stronger) on several areas of social and economic life, with respect to its number and influence. The ageing society means new challenges and possibilities for the economy and for the society as a whole. When establishing the business’s marketing strategy the demographic changes are built in the demand’s changes which are realized on the market in form of products and services. Among the factors of the demographic conditions of the age and its research became more important as a consumption influencing factor in an ageing society. This paper is focusing on the presentation of the relationship between the age of people and the consumption further its modeling methods with the cohort model.