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Abstract
The purpose of this study is to understand the senior entrepreneurs' intentions. This is fulfilled through the investigation of explanatory variables of this phenomenon and results in the elaboration of an explanatory model. The main contribution of this study is a theoretical nature as it proposes, a conceptual framework for this category of entrepreneurs, too often left aside.
The exploratory study consists of semi-structured interviews with 23 senior entrepreneurs. The analysis is conducted in three stages: preliminary analysis, main data analysis with description of findings and interpretation of results. (Wanlin, 2007).
1. The seniors, who are they?
An important phenomenon that characterizes our age is "aging population". For years, seniors will represent the most important segment of the population. This is due to the phenomenon of "Papy Boom" which reflects the increasing senior's population and its impact on the consumer society. After long having been forgotten, the seniors are attracting a bigger attention of researchers. Indeed, interest in seniors has emerged in the early 60s. Since then, studies on attitudes and behaviors have become the object of lust for marketing researchers in psychology and gerontology. Thus, a large number of empirical studies (Greco and Swayne, 1992, Cole and Gaeth, 1990; Cole and Houston, 1987) have shown a growing interest in studying the behavior of seniors' people. This interest is explained partly by the simultaneous amplification of demographic and economic potential of the seniors.
1.1. Potential population
In Europe, and particularly in France, the seniors represent a high-growth segment. Indeed, in 2002 according to the institute Eurostat older than 65 years accounted for 16% in France, against 18.7% in the Europe of fifteen (Eurostat, Senior Marketing Book 2002, TNS Secodip). In 2008, people who are older than 65 years represent 16.3% in France, a similar proportion in the European community. January 1, 2000, over 100 million Europeans have over 50 years including 19 million French. Every 37 seconds a Baby Boomer crossed the milestone of 50 years. In 2020, they will reach 25 million and will be 30.5 million in 2050 (Chevalier, 2000).
1.2. Economic potential
The seniors have also an economic potential and significant purchasing power. According to a study performed by the CERC in 2004, the average standard of living for...