Marketing is an essential tool when it comes to market capitalization and sales of a certain product. It plays a major role in attracting consumers and promoting sales of a product. It also introduces an unfamiliar product to the product, thereby increasing its likelihood of sale. Although marketing has many benefits, it is also important to understand consumer behavior in order to come up with an effective marketing strategy to sell a product. People of different age groups behave differently towards the same product. It is therefore necessary for the producer to be aware of his market or target audience when marketing a product. Advertisements or other marketing strategies aimed at young people are unlikely to be of interest to older adults, while advertisements aimed at older adults may be considered boring by younger adults. This necessitates the need to understand the behaviors of different consumers. In this case, elderly people are the target consumers. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”? Get an original essay At a later age, adults have obviously seen everything in life and have always used various products to such an extent that they have their favorite products. Older people have the opportunity to experiment which product suits them best and which product is useless to them. For this reason, older people have a simple approach to marketing. They don't often get carried away by fancy advertisements like younger people. Older people are more concerned about their health and safety, which also affects their general behavior as consumers of certain products (Fuller and Stopford, 2014). At older ages, people are vulnerable to certain health risks that can be caused by certain consumer products such as manufactured foods and beverages. Older people will tend to be fond of what they consume. Therefore, if the product does not meet their needs, they will refuse it, regardless of the taste and packaging. Health and safety are the key factors that determine adult behavior towards a given product. The mature market is particularly driven by the value one gets from a certain product for a specific amount compared to another product (Moschis, 2012). Older people are very picky about how they spend their money, which is another aspect that dictates their behavior. . Unlike younger people, older people will ask difficult questions rather than being overwhelmed by the physical appearance of a product until they are convinced they are getting value for money (Moschis, 2012). They will inquire about the lifespan of the product, compare the information with other products and eventually purchase the product that offers them better value for money. Often, the needs of older people are aimed at making their lives and those of their children more comfortable and healthy. For this reason, older people will buy better furniture, a better car, and better home accessories. Older adults also devote sufficient time to purchasing healthy and nutritious foods and food products to ensure that their health is not compromised by their lifestyle (Fromm and Garton, 2015). The needs of older people therefore revolve around what makes their lives better and more comfortable. This includes health products. Older people will compare the quality of care of..