A STUDY FOR LEARNING ATTITUDES AND BEHAVIORS IN ELDERLY CONSUMER MARKET AND RECOMMENDATIONS FOR MARKET STRATEGIES: THE AKÇAKOCA CASE

Autor: Yıldırım Yıldırım, Aziz Yurttaş
Jazyk: němčina
Rok vydání: 2020
Předmět:
Zdroj: Trakya Üniversitesi Sosyal Bilimler Dergisi, Vol 22, Iss 1, Pp 79-97 (2020)
ISSN: 2587-2451
1305-7766
Popis: Growing number of elderly people is making the appetite of both marketers and managers who are interested in tourism. Despite the lack of literacy related to gerontology, elderly consumers are creating a large and profitable market segment with their free time and disposable income. In many countries, including Turkey "elderly" are defined as people consume more and exhibit different attitudes and behaviors from other individuals. Learning these attitudes and behaviors will change the content, presentation, and expectations of the products and services to be presented. As a result of this research conducted to reveal the buying attitudes and behaviors of elderly consumers, it is concluded that the elderly prefer to aging older with their grandchildren / children and secondly they prefer to aging in their own homes/alone. In addition, while the elderly the most spend their grandchildren's needs, they are followed by medical services, clothing, getting gifts to spouse/friend, hot spring holidays and 5-star holidays. In this sense, 5-star hotel managers should make more efforts to stimulate demand and get more shares in the elderly market. Other results of this study; participants did not prefer hot spring or healing water during their holidays, they did not buy the products they see in advertisements, they did not participate in exciting, energetic and fast activities, they did not listen to radio at home and they did not make purchases with credit cards. One of the remarkable results of the study is that there is a significant relationship between demographic factors and the places where elderly individuals want to get old and where they spend. According to this, it is observed that as the education level increases, people tend to aging more in their own homes and people in different age, gender, education and retirement needs help in different subjects
Databáze: OpenAIRE
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