Product Branding for Seniors- A Case Study of Walking Sticks S

• Main Authors: Yi-Chen Yu, 游顗臻
• Other Authors: 黃奎隆
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ck8mr6

碩士 === 國立臺灣大學 === 工業工程學研究所 === 107 === Taiwan has officially entered the stage of an aged society in 2018. However, the circumstance reveals age discrimination against elderly and influences the attitude of adopting rehabilitation devices. Seniors tend to not use products such as walking aids, reading glasses and hearing aids in order to avoid being labelled as graying. This research aims to investigate the background factors of senior Taiwanese citizen repulsion on disability aids adoption by analyzing marketing strategies targeted at the elder and develop proper marketing tactics for seniors during the time that more and more countries entered in succession to ageing society. For the purpose of altering repulsive mentality on senior care goods, this research is conducted by literature review on products or services in the good graces of the elder and interviewing with retail channels of elder care products and cane companies by using interview method, and analyze cane as focus product. The cane in this thesis is defined as single-point cane, considered as daily-use walking aid, which is applied in daily life but non-professional use. Taiwanese emerging brand S is selected for this research and analyzed through universal design, STP model and the marketing theory of 4Cs for developing suitable marketing strategies for seniors market.