Consumer Behaviour Trend: Living Preferences of Elderly in Tamil Nadu

India is experiencing a significant demographic transition marked by a rapidly growing elderly population, with Tamil Nadu emerging as one of the leading states reflecting this shift. This study explores the consumer behaviour patterns associated with the living preferences of older adults in Tamil Nadu, emphasizing the interplay of socio-economic, cultural, psychological, and health-related factors. Traditionally, elderly individuals preferred joint family systems, which provided emotional security, social interaction, and caregiving support. However, increasing urbanization, migration, and the rise of nuclear families have altered these traditional arrangements. The study reveals that while a majority of elderly individuals (approximately 77.4%) continue to prefer living with their families, there is a gradual rise in independent and assisted living preferences, particularly in urban areas. Economic status plays a crucial role in shaping these choices, as financially independent elderly individuals demonstrate a greater inclination toward autonomy and modern living arrangements such as retirement communities. Health conditions, especially chronic illnesses and mobility limitations, significantly influence dependency levels and living decisions. Psychological factors, including loneliness, emotional neglect, and the need for companionship, strongly impact living preferences, often outweighing physical independence. Additionally, housing ownership patterns encourage aging in place, while technological advancements such as telemedicine and smart home solutions are slowly transforming elderly lifestyles. Urban–rural disparities further highlight differences in acceptance of modern living arrangements, with rural areas maintaining stronger adherence to traditional family systems. The findings underscore the importance of developing age-friendly policies, affordable assisted living facilities, improved healthcare access, and community-based support systems. Businesses and policymakers must recognize the evolving needs of the elderly to create inclusive, sustainable, and supportive environments. Overall, the study highlights that elderly consumer behaviour in Tamil Nadu is a dynamic blend of tradition and modernization, where emotional well-being remains the central determinant of living preferences.