promotion/ IMC plan
For a senior Australian resident, this is a typical one-day lifestyle. They are between 60 and 75 years old and have retired from full-time work (but may continue some part-time work). These people may own their own houses and have at least part of the financial ability (through savings/investment) to maintain a reasonable standard of living, so assets may be relatively abundant. Australia’s statistics in 2011 show that older people hold more than 40% of the country’s assets. Couples between the ages of 50 and 70 have the highest median net worth: $900,000. Consumer behavior information from around the world shows that older consumers spend more on themselves rather than saving money for their heirs (Australian Human Rights Commission, 2014). They usually do not live in aged or assisted care facilities, that is, they live independently in their homes or apartments in the country. They
