We have more professional experience and unique insights on the psychological characteristics of middle-aged and elderly consumption. Now we will share our experience with all entrepreneurs who are interested in serving the middle-aged and elderly groups.

 

Most of the middle-aged and elderly consumer groups are in a state of retired. They have relatively strong living expenses. In addition to the improvement of modern middle-aged and elderly living standards, the government provides higher living allowances for middle-aged and elderly people. A large part of middle-aged and elderly retired groups have this relatively objective The middle-aged and elderly people are very consuming groups. However, the middle-aged and elderly people are also very sensible under the influence of long-term traditional consumption concepts. For them, they have different consumption concepts and consumption characteristics. Let's take a look at it together.

 

 

1. In the choice of purchase method

 

Most middle-aged and elderly consumers choose to buy in large shopping malls and stores closer to home. This is because the products offered by large commercial establishments are generally guaranteed in quality, and they also have greater advantages in terms of shopping environment and services. The physical strength of the elderly consumers has declined compared with the previous ones. They hope to buy the goods they are satisfied with in a relatively close place, and they hope to get thoughtful services, such as product consultation, shopping guide services, slow-running escalators and comfort Rest environment, etc.

 

Elderly consumers who buy goods in specialty stores for middle-aged and elderly products also account for a certain percentage, and even a very small number of elderly consumers buy goods through direct TV and telephone shopping. This shows that with the continuous development of my country's market economy, people's consumer behavior is also constantly changing. Not only is the consumption behavior of young people changing, but the consumption behavior of a considerable number of middle-aged and elderly consumers is also changing with the changes of the times. They have shown a certain degree of adaptability to some of the newer shopping methods. Therefore, various methods can be adopted when selling products to middle-aged and elderly consumers.

 

2. Issues concerning the extent of the impact of advertising on middle-aged and elderly consumers

 

The majority of middle-aged and elderly consumers chose “moderate impact” (41.9%), and a considerable number of middle-aged and elderly consumers chose “no impact” (22.7%). It can be seen that

Middle-aged and elderly consumers rely on advertisements to a moderate degree, and due to the negative impact of some false advertisements, some middle-aged and elderly consumers have an aversion to advertisements. Because middle-aged and elderly consumers are mature and experienced, they generally believe that they can choose their own satisfactory products through multiple choices and careful judgment. Of course, middle-aged and elderly consumers still hope to learn about the performance and characteristics of some commodities through advertisements, and choose certain commodities based on this, but they should try to avoid exaggerated and false advertisements.

 

3. In the companion way of shopping

 

Because most middle-aged and elderly people are afraid of loneliness, and their children have less leisure time due to work and other reasons, middle-aged and elderly consumers often choose to go shopping with their wives and peers at home. There are common topics between middle-aged and elderly people, and they can refer to each other and make suggestions when buying goods. They have a better understanding of which products are suitable for middle-aged and elderly people. This shows that the relevant groups that affect the buying behavior of middle-aged and elderly consumers are mainly middle-aged and elderly people.

 

For some reason, 37.4% of elderly consumers go out shopping alone. For this group of elderly consumers, businesses must provide warm and thoughtful services, such as introducing them in detail to the characteristics and uses of the products, providing easy-to-carry packaging, and providing home delivery services when necessary.

3. Consumer behavior characteristics of the elderly 　

 

Psychology is the most important factor that affects the consumption behavior of the elderly. One is that it affects the values ​​and consumption behaviors of elderly consumers; the other is that a person’s psychology is highly correlated with psychological age. This phenomenon is more obvious among the elderly. Psychological age directly affects consumption style and consumption behavior; third, the benefits of consumption agglomeration also highlight the important role of consumer psychology on behavior. With the increase of age, the physical function and mental state of the elderly will change greatly. Therefore, their consumption behavior will be quite different from that of the young.　　

 

1) On the category of the purchased goods 　

 

The elderly like products that are easy to use and easy to operate to reduce the burden of physical and mental power. Most elderly people feel inconvenient and disgusted with the various switches and buttons of some household appliances. For example, many elderly people are more accustomed to traditional telephones and feel inconvenient for mobile phones with diversified functions.　　

 

4. Suggestions on developing the elderly consumer market 　　

 

The calculation data released by the Chinese Academy of Social Sciences’ Association of Elderly Research shows that by 2030, the business opportunities in my country’s elderly care market are expected to increase to 13 trillion yuan. How to mobilize such a huge market and make it another driving force for economic development requires the efforts of both the government and enterprises.　

 

1) At the government level 　　

 

(1) Formulate policies to facilitate the development of the aging industry. There is no doubt that the government plays a vital role in the development of the aging industry. The government must actively formulate policies for the aging industry, such as fiscal support policies, credit priority policies, tax reduction and exemption policies, project approval policies, and investment attraction. related policy. In the process of developing the consumer market for the elderly, we must adhere to the development path of marketization and socialization. The most important thing is that the market economy is legal, and the development of the consumer market for the elderly must have laws to follow. The government must actively establish and improve the legal system and related policies for the development of the elderly industry.　　

 

(2) Increase the income of the elderly by raising the pension or delaying the retirement age. Since the consumption level of the elderly is directly correlated with the income level, increasing the income level of the elderly will help stimulate the development of the elderly consumer market. Since 2005, the state has adjusted corporate pensions for nine consecutive years. The increase in pensions can increase the disposable income of the elderly and help stimulate their consumption. In addition, some seniors with a higher education level and skills may consider delaying their retirement age or re-employing them to let them use their waste heat. On the one hand, they can increase their disposable income. On the other hand, they can also help them develop their awareness of participation and enhance their relationship with each other. Social contact promotes the physical and mental health of the elderly.　　

 

(3) Improve the pension system and medical system to reduce the worries of elderly consumers. Since a considerable number of elderly people are worried about old-age care and medical treatment, they will choose to save their income, which will reduce their consumption. This requires the government to improve the old-age care mechanism and adopt a multi-pronged approach such as family care, community care, and institutional care, so that the elderly can enjoy the elderly life with confidence. "Having worked hard for decades and returning to the pre-liberation period" is the concern of many elderly people, and the current medical system is difficult and expensive due to the current medical system, which makes the elderly hold their wallets and dare not consume. Therefore, the advancement of the medical system makes it convenient for the elderly to seek medical treatment and can afford medical expenses, which will also have a significant impact on the consumption of the elderly.　　

 

2), corporate level 　　

 

(1) Develop more targeted, practical and convenient elderly products. During the Double Ninth Festival, the anti-lost wristbands with GPS positioning function sent by an organization were in short supply once they were launched. Many families also called CCTV to inquire about the purchase. This shows that some products specially designed for the elderly have a large market. space. Therefore, when developing products for the elderly, manufacturers must consider the physical and psychological characteristics of the elderly, and pay attention to their practicability, convenience and health care. In addition to the elderly supplies market, the elderly service market is a market that needs to be developed urgently. It includes a series of services such as life services, education services, warming services, health care services, medical services, entertainment services, tourism services, consulting services, and delivery services. In our country, the development potential of the elderly service market is very huge.　　

 

(2) In terms of sales, we should try our best to provide convenience for the elderly to shop. Enterprises should pay attention to starting from many aspects to increase the convenience of shopping for the elderly. For example, when selecting locations in shopping malls or specialty stores, you can try to choose some areas where the elderly live in a relatively concentrated area, and be as close to elderly consumers as possible. At the same time, areas with convenient transportation can also set up some counters for elderly supplies. In addition, in terms of facilities, specialty stores for elderly products should also start from the actual conditions of the elderly, such as reducing automation facilities and setting up rest areas for the elderly. In terms of services, the store’s services should be meticulous and thoughtful, and provide products for the elderly enthusiastically. Introduction, shopping consultation, door-to-door service, telephone appointment shopping, etc. for the elderly with limited mobility.