Hyperfeminisierung der Bevölkerungsalterung Russlands im Kontext der Seniorenmarketing-Entwicklung

  • 1Marketing Communications Department, South Ural State University, Chelyabinsk 454080, Russische Föderation
  • 2Marketing and Management Department, South Ural State University, Chelyabinsk 454080, Russische Föderation

Abstract

Der Artikel befasst sich mit der Feminisierung der alternden Bevölkerung und analysiert Daten über die Zahl der älteren Frauen und Männer in ausgewählten europäischen Ländern. Die Autoren stellen eine Hyperfeminisierung des Alterungsphänomens fest, die für Russland sowie für einige postsowjetische Länder typisch ist. Darüber hinaus wird eine Tendenz eines erhöhten Feminisierungseffekts in den höheren Altersgruppen dargestellt. Der Artikel behandelt eine Transformation der Gender-Merkmale älterer Konsumenten, die im Marketing und in der Werbung auf dem russischen Markt verwendet werden, und formuliert zukünftige Richtungen der Interaktion mit älteren Verbrauchern auf dem russichen Markt.

Conflict of Interests

The authors declare that there is no conflict of interests regarding the publication of this paper.

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