The Elderly People\'s Consumption Preference in Taiwan

• Main Authors: Che-Wei Hu, 胡哲瑋
• Other Authors: Wen-Yeh Huang
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5pa4mm

碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 107 === Since the 1990s, the astrology has formed a trend in Taiwan. Today, Taiwan is seen on both online and offline media. It can be said that the information of the astrology has been filled in people's lives. At the same time, in marketing. The use of it is also becoming more and more popular. At the same time, Taiwan has also entered an aged society. Today, the elderly over 65 years old have accounted for 14.76% of the total population. The consumption of the elderly has already become a new battlefield for major enterprises. The purpose of this study is to explore whether the astrological traits and prophecies generated based on the zodiacs can affect whether the elderly will be affected by their consumption preferences. The consumption data of Taiwanese hypermarket is the main analysis data, and the 16 categories in the data are used. The amount of merchandise items consumed was statistically analyzed for the 12 constellations of the elderly, and the results showed significant differences in the dry goods and vegetables, and the other items did not differ significantly. In the results of this study, some elderly consumers' preferences are related to the personality traits of the astrology and may be the probable reason for elderly people to purchase this category of goods. Since this research is an exploratory study, it may still be imperfect in research. It is necessary to continue research in the future. Therefore, it is recommended to combine interviews and questionnaires to obtain more information and insight. In practical, it is recommended to use more astrology-related images or information to package and promote elderly products to make them more attractive.