Age and factors influencing consumer behaviour

When evaluating a product or service, consumers seek out information to judge whether that specific product will meet certain criteria. The main concern of sales providers is how to increase their purchasers' willingness to buy a product. The authors studied the impact of age on the perceived importance and interaction of three factors known to influence people when buying clothes: price, durability and suitability. A sample of 160 French adults aged 18-90 rated their likelihood of buying an item of clothing in 27 scenarios, in which three levels (low, moderate and high) of each of the above three factors were combined in an orthogonal factorial design. For younger participants, a low price was considered a sufficient reason to buy the item of clothing. For older participants, suitability was a more important factor, while for the eldest people, durability was the most important.