Marketing aspects of old age feminization of the Russian population

The article is devoted to the questions of influence of old age feminization of the Russian population on a marketing activity of the companies. The statistical data characterizing old age feminization are provided, the reasons for its manifestation are determined, the relevance of this phenomenon in the marketing sphere is proved. In the article the influence of old age feminization on structure of a segment of elderly consumers is provided, gender specific features of their behavior are designated. Practical experience of the companies is considered, as well as recommendations about interaction with elderly consumers in terms of old age feminization are provided.