Consumer Behaviour in the Sector of Household Robots: Elderly People as Adopters
Abstract: The primary purpose of this Master’s thesis was to understand the consumer behaviour of elderly people, more specifically the silent generation in regards to adopting household robotics. The objective was to gain a deeper understanding on the attitudes, beliefs and intentions, as well as values and attributes that are affecting the consumer behaviour of elderly people to determine whether elderly people are willing to adopt household robotics. For this purpose, the research question “How do elderly people consume household robots?” was chosen. In this research the qualitative research methods were used to conduct this inductive research. This inductive research was supported by a two-fold data collection method. A total of 5 respondents that were independent elderly candidates were chosen to participate. All respondents resided in the West Yorkshire region, United Kingdom. Firstly, respondents partook in an initial interview, which was then followed up by a telephone interview a short duration after. The research revealed that consumer behaviour of household robotics differed among elderly people. The differences foreseen were particularly due to elderly people’s level of technological dexterity and knowledge of household robots, with many left alienated due to restricted knowledge and lack of awareness. However, when well-informed of household robotics via word-of-mouth and demonstrations willingness to adopt was boosted. Likewise, the need for attention to advertise and provide awareness was ascertained to ensure familiarity and trust with functioning and pricing. Research findings also indicated that household robotics would be desirable particularly for disabled elderly individuals to ensure a better quality of life.
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