Which of the following describes the typical buying behavior of the senior citizen?
A. They feel affluent and free. They buy basic household goods, and are more interested in recreation, cars, and clothes.
B. They feel financially well off. The house may be paid for, thus they may move into an apartment or travel, and they're not interested in new products.
C. There is a big drop in income, which means they may keep their home but cut back on most purchases except medical care and other health-related items.
D. Their income is still strong but they are likely to sell their home and continue with their current lifestyle.
E. None of the above is true.
Answer: (C) The typical senior citizen sees a dramatic drop in his or her income. He or she may keep a home, but all expenditures, except medical and medical-related purchases, are cut back. (A) is incorrect. This would most likely describe a single, unmarried consumer. (B) is incorrect. This definition would most likely fit an empty-nester (older couples with no children living at home, yet the head-of-the-household still in the workforce). (D) is incorrect and would probably best describe a sole survivor who is still working. (E) is incorrect, because one of the above is true.