The Current Situation And Analysis Of Urban Elderly Women’s Sports Consumption In Henan Province

From1999to the end of2013, the amount of our country’s aging population reaches to one hundredand ninety four million. The aging population develops quite fast. We gradually enter into the aging society.At this background, the Party Central Committee and the State Council pay much attention to olderpeople’s physical health condition. Therefore, through the survey and analysis on current situation of urbanelderly women’s sports consumption in Henan province, this research strengthens awareness of sportsconsumption for urban elderly women in Henan province, urges them to set up proper sports consumptionconsciousness, lets them to participate in physical exercise more actively to improve their physical healthcondition, then increase elderly women’s psychological satisfaction and obtain proper consumption viewon sports.This research focuses on current situation of urban elderly women’s sports consumption in Henanprovince, utilizes the methods of document adaption, questionnaire survey, mathematical, logical analysisand other research methods to study on urban elderly women’s sports consumption consciousness, sportsconsumption attitude, sports consumption level, sports consumption structure, influencing factors in Henanprovince, raises suggestions on promoting the development of urban elderly women’s sports consumptionin Henan province.The research result shows something as follows:First, the majority of urban elderly women have their own understanding of sports consumption inHenan province. The56.7%of them think sports consumption is worthy and the46.3%of them thinkappropriate sports consumption is acceptable for the sake of healthy. The main consumer motivation is“in favour of healthy, entertainment and group psychology”Second, the level of urban elderly women’s sports consumption is quite low. The sports consumptionlevel of81.6%of elderly women is between below CNY50, from CNY51to CNY101. Whereby，there aremany differences in sports consumption level among elderly women with different age, different incomesituation and different degree of education. Third, the majority of urban elderly women have their own consumption concept. They mainly takereasonable price and practicability into consideration of the choice of sports consumer products. Sportswear,shoes and hats take up the main part of the sports material consumption. Taking part in sports eventstakes up the main part of the participating sports consumption. most of elderly women choose TV to watchsports matches.Fourth, it is in short of physical exercise places and facilities for urban elderly people in Henanprovince. The physical exercise places available for elderly people is very rare. Most of urban elderlywomen consider that choose suitable sport venues is a way to promote sports consumption.Fifth, The urban elderly women obtain sports consumption information mainly from family membersand friends, Lacking of professional publicists and guidance personnels.Sixth, the main reasons which restrict urban elderly women’s sports consumption in Henan province is“low economic income, lack of exercise places and out of professional guidance.” Other reasons whichaffect the sports consumption includes the high price of sports products, poor physical condition and sparetime.