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Older people start to realize that there are more factors to take into consideration when choosing a product, such as quality and practicality. Brands become more frivolous and decline in appeal. Producers then have to work much harder to entice older, more educated consumers to buy their products and must conform to what they want in order to stay afloat in the market...
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Consumers choose what they want and producers have to conform to what the consumer demands in order to survive. In this way, consumers have the upper hand in this producer-consumer relationship.
I believe that both the producer and the consumer need each other and neither totally controls or dominates the other...
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