라이프스타일 세분화를 통한 실버타운 수요자 분석

Abstract

>The purpose of this study is to offer not only the necessary data for the government-led or industry-led differential silver town development, its supply and the establishment of comfortable, pleasant housing culture after one's old age but it is also aimed at offering useful data for the participating industries silver town development. The survey population of this study focused on 40s and 50s' middle aged both genders living in the Seoul and national capital region. we used random sampling method. Major findings are the following: As a result of segmentation lifestyle, there came out the three typed groups such as, progressive-oriented type, material-oriented type, and thrift-oriented type, with which this research could reflect the differentiation strategy suited for each group's attribute in time of silver town development. progressive-oriented typed people showed a positive intention to move into downtown- based silver town and they have more outstanding economic ability than other groups; thus this group is judged to be targeted as potential customer enough to afford downtown-based silver town equipped with differentiated and state-of-the-art facilities.Material-oriented typed people showed their intention to move in downtown-based silver town if possible, but they are judged to have a slim potential to actually move in there, so it is believed that this group will be hard for a marketer to break into even in case of downtown-based silver town. Thrift-oriented typed group revealed to show their intention to move in garden-typed silver town, so in time of constructing garden-typed silver town, so this group is judged to be potential customers enough to be targeted by marketers.