노인소비자의 가치관과 라이프스타일이 실버타운 입주의사에 미치는 영향

Abstract

The purpose of this study is to grasp the influence factors of elder consumers' value and lifestyle on their attitude to silver town, and to grasp the influence of the attitude on the intention to enter the silver town. Also to see the importance of elder mans' problem through theory investigation of silver industry, to see the concept thesis, necessity and component of silver town, in order to prospect settlement of 21C sliver town. In empirical study we verified the hypothesis which established prestudy, and on the base of the results to propose the suggestion for silver town developing and effective marketing strategy. From the study we confirmed that the individual value and the type of lifestyle have influence on the consumers' attitude to silver town. The value and the lifestyle are very effective variables to understand the consumers. And we verified that the type of silver town like city type, a house for rural life, independence residence type, group residence type are different on the base of lifestyle type. This means the possibility of the extension of silver town types. The clearness of target market give us the opportunity to satisfy the consumers' needs by providing the right products and services, and it could induce the better relation, maintain and development. With elder customers as target market, the marketers who take part in the silver town project must establish a long time strategy, when they make position in potential customers.