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http://dx.doi.org/10.5850/JKSCT.2008.32.11.1726

A Study on the Shopping Orientation, Related to the Cognitive Age and the Types of Lifestyle of the Female Consumers in the Elderly Generation (Part2)  

Kim, Jung-Sil (Dept. of Clothing, Kyungwon University)
Lee, Sun-Jae (Dept. of Clothing & Textiles, Sookmyung Women's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.11, 2008 , pp. 1726-1738 More about this Journal
Abstract
This study researches age of discretion and lifestyles for aged women consumers and examines their social and psychologically recognized age of discretion and the difference in shopping orientation on fashion. Also it is purposed to support implications for marketing strategy on fashion market for the aged. A survey was carried out regarding the consumers of the new elderly generation aged 55 and above. 561 respondents were surveyed, residing in Seoul and Metropolitan areas. Factor analysis, Cronbach's ${\alpha}$, K-average community and multivariate analysis, multi-recurrence and crossing analysis($X^2$ verified) were used for statistical analysis. In conclusion, first, people in their 70s to 80s perceive their age 20 to 30 years younger than their real age. Second, appearance-oriented and high technology-oriented were the most highlighted lifestyles as to the study of the vital statistical, related to the lifestyle in correspondence to the real-age and the cognitive age. Third, people who feel older than they actually are in terms of shopping orientation were less likely to shop depending on their mood. Throughout the results, there is no doubt that people in the elderly generation is a main target within marketing trends in the elderly generation industry. A research based on comparison between the male and the female consumers in the elderly generation is considered to be very meaningful.
Keywords
New elderly generation; Cognitive age; Lifestyle; Shopping orientation;
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Times Cited By KSCI : 2  (Citation Analysis)
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