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Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China

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 af...

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Detalles Bibliográficos
Autores principales: Ying, Bin, Yao, Rui
Formato: Texto
Lenguaje:English
Publicado: Springer US 2010
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2924498/
https://www.ncbi.nlm.nih.gov/pubmed/20835378
http://dx.doi.org/10.1007/s10834-010-9199-y
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author Ying, Bin
Yao, Rui
author_facet Ying, Bin
Yao, Rui
author_sort Ying, Bin
collection PubMed
description 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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spelling pubmed-29244982010-09-10 Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China Ying, Bin Yao, Rui J Fam Econ Issues Original Paper 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. Springer US 2010-04-27 2010 /pmc/articles/PMC2924498/ /pubmed/20835378 http://dx.doi.org/10.1007/s10834-010-9199-y Text en © The Author(s) 2010 https://creativecommons.org/licenses/by-nc/4.0/ This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium, provided the original author(s) and source are credited.
spellingShingle Original Paper
Ying, Bin
Yao, Rui
Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China
title Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China
title_full Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China
title_fullStr Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China
title_full_unstemmed Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China
title_short Self-perceived Age and Attitudes Toward Marketing of Older Consumers in China
title_sort self-perceived age and attitudes toward marketing of older consumers in china
topic Original Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2924498/
https://www.ncbi.nlm.nih.gov/pubmed/20835378
http://dx.doi.org/10.1007/s10834-010-9199-y
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