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T a i w a n S p o r t i n g G o o d s M a n u f a c t u r e r s A s s o c i a t i o n
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the Internet relatively infrequently.
Older people were still far away from other digital
communication forms, such as chatting, blogging or
participating in online forums.
At least one trip a year!
Around 10 million people aged 65 and over took at least
one private trip with four or more overnight stays in 2009.
A glance at population statistics shows that 59% of this age
group packed their bags for a trip at least once during 2009.
6.3.2 Personality
Whatever you do, do not call them or think of older people as
“the elderly.”
Today’s ageing consumers are fitter, healthier, richer, and
more active than those in previous generations.
They want to play a full part in life. They take pride in their
appearance and lifestyles. They want to look good and
feel good, and they will choose products and shopping
environments that enhance their self-respect.
6.4 Behavioralistic Segmentation
6.4.1 Benefits
They tend to favour quality over quantity, indulge in certain
categories primarily food, drink, and clothing and prefer
higher-quality cars.
Advertising is not very attracting. Many in our study express
a negative view of advertising, finding it too loud and too
focused on young people and rock music.
Mature consumers are not afraid of technology.
Value for money
7. Generations Characteristics
Boomer (1943-1960)
Characteristics of Baby Boomer
Values:
Individual choice
Community involvement
Prosperity
Ownership
Self-actualizing
Health and wellness
Attributes:
Adaptive
Goal-oriented
Focus on individual choices and freedom
Adaptive to a diverse workplace