Being Old Doesn’t Mean 'All the Same'
| Autor: | Yuriko Isoda, Rei Kudo, Naoto Onzo |
|---|---|
| Jazyk: | japonština |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Maketingu Janaru, Vol 42, Iss 4, Pp 75-86 (2023) |
| Druh dokumentu: | article |
| ISSN: | 0389-7265 2188-1669 |
| DOI: | 10.7222/marketing.2023.015 |
| Popis: | It has dawned on marketers that the senior market is not a single homogeneous segment, but a diverse group of consumers, and that marketing strategies should be tailored to this diversity. However, existing research has not provided a sufficient framework for capturing heterogeneity in the senior market. In this study, we used future time perspective (FTP) and future self-continuity (FSC) as indicators of diversity in the senior market and conducted an exploratory survey among senior women. The results showed that FTP had a negative impact on purchasing activity for non-consumable goods, while FSC had a positive impact. An interaction effect of FTP and FSC was also observed, indicating that the most active consumers were “senior women who have a strong connection with their future selves, but feel that their remaining time is not long.” On the contrary, “senior women who have a strong connection with their future selves and feel that their remaining time is long” tended to refrain from financial expenditures on the aforementioned goods. |
| Databáze: | Directory of Open Access Journals |
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