Study On The Purchasing Power Of Urban Aged Consumable Market

The aging of the population stepped out of the boundaries of regional andnational, becoming a universal trend of the world. As the largest population country of theworld, the population aged65and above accounted for the total population reached7%in2000, becoming the first developing country that entered the aging society. But the agingpopulation of our country has its own characteristics with western developedcountries, mainly is: large elderly population, the speed of aging even faster, the imbalance ofregional development, the aging of the rural more serious, advanced age tendency and agingbefore our country gets rich. These characteristics make China face bigger challenge thanwestern developed countries. The mission of our country is not only to accelerate the paceof economic development, but also to solve the problems of the rapidly growingelderly population. With the increasing of the aging population of China, the development ofelderly market caused widespread concern from all walks of life, but the research about thepurchasing power of aged consumable market is relatively less. Although the theoretical andacademic circles believe that the potential of aged market is enormous, the business circles ofour country can not easily get the aged market because of its inherent ideas that the income ofthe old is low, the consumption idea is obsolete and the purchasing power is limited. Thestatus quo of the aged consumable market of our consumer is not optimistic and there arelimited products and serves really designed for the old people. My graduation thesis focuseson the urban aged consumable market for the reason of the distance between rural and urbanin the level of economic development and the quality of the people’s life. The study on thepurchasing power of urban aged consumable market enrich the theory about the purchasingpower of aged market of our country and provide some references for the enterprises at thesame time. It is also benefit the development of China’s aged consumable market.According to the definition of market in the book of principles of marketing (eleventhedition), market is the set of actual and potential buyers of a product or service. The oldpeople are the user of the final products, but they are not necessarily the buyer of the final products, so all people that purchasing the products or services should be incorporatedinto the scope of the study. The paper divided the people into elderly and non elderly group atthe age of65as the cut-off point. On the basis of the explanation about the related concepts ofthe aged consumable market, this paper analyzes the characteristics of the aging of populationin China, the classification and characteristics of our country’s aged consumable market, andanalyzes the macro and micro factors that affect the purchasing power of agedconsumable market. The differences of the purchasing factors and costs between differentgroups are the emphasis of the thesis. Basing on the differences, the paper put forwardrelevant assumptions about the elderly and non elderly group in the cost and influence factors.Most of the data of my graduation thesis comes from the National Bureau of statistics. Inempirical research taking Shijiazhuang as an example to carry out questionnaire, investigationmethod combined field survey with network survey. I designed questionnaires for the elderlygroup and non elderly group. In the sampling method for the elderly and non elderly peopleadopt the method of proportional sampling and classification sampling. Before the formalinvestigation, I take a network pre survey to ensure the rationality of the questionnaire. In thedata analysis and hypothesis testing process, the main use of the descriptive statisticalanalysis and using SPSS16.0software for the analysis of contingency tables and χ2tests.The study found that age and purchase aged consumable costs are correlated and we canalso say that the expense of different age groups is different. The elderly andnon elderly group in the purchase of the aged consumer products, from the buyers ownfactors considered, factors affecting the purchase is consistent; considering the factors ofproduct, factors affecting the elderly and non elderly people buy is not consistent, namelythe two groups considered factors are not the same. In addition, the survey also learnedthat the elderly living supplies market is the main direction of people spending; onlineshopping has become ranked third way of shopping in the non elderly groups; the needs of theelderly is the main reference for people to buy products or services; homecare is endowment favorite; China’s old-age consumer goods market the main drawback: theelderly supplies the price is expensive, the elderly supplies little, old shop less; theelderly supplies or services or by old people buy their own children to buy, but also occupy a large proportion; the pension problem has not caused the non elderly group attention.