Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China |
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Authors: | Bin Ying Rui Yao |
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Institution: | (1) Business Administration School, Zhongnan University of Economics and Law, Wuhan, 430060, Hubei Province, People’s Republic of China;(2) Personal Financial Planning Department, University of Missouri, 239B Stanley Hall, Columbia, MO 65211, USA |
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Abstract: | Understanding consumer psychological characteristics and their impact on consumer behavior is an important foundation for
business marketing strategies. Self-perceived age has a great impact on older consumers’ behavior. This article defines the
gray market in China, investigates the factors that affect the differences between older consumers’ self-perceived age and
life age, and analyzes the influence of self-perceived age on older Chinese consumers’ behavior. In this study, 1,120 older
consumers were randomly selected from six cities in China. Findings show that over half of the respondents feel younger than
their actual life age. Related marketing strategies are discussed. |
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Keywords: | |
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