Publisher's Synopsis
This applied research dissertation is the culmination of two years of Marketing studies at INSEEC Bordeaux. As I have a real affinity with consumer research, this research work enables me to visualise and understand the purchasing behaviour of an elderly population of individuals according to their experiences and consumption habits. This dissertation focuses solely on seniors and the feelings associated with the phenomenon of nostalgia. In it you will be able to observe work on a major issue: how does nostalgia influence the purchasing behaviour of senior citizens? You will find a whole analytical part associated with the central theme of this study, which is nostalgia and senior citizens. Another part is devoted to carrying out a qualitative study with a sample of senior citizens. The research will conclude with a presentation of the study's recommendations, limitations and avenues for future research.
