The rapidly aging phenomenon of population in the whole world including our country is an issue that has been raised from old times. Especially, the aging speed in our country is being swiftly progressed compared to other advanced countries.
Unlike ...
The rapidly aging phenomenon of population in the whole world including our country is an issue that has been raised from old times. Especially, the aging speed in our country is being swiftly progressed compared to other advanced countries.
Unlike the existing elderly generations, these silver generations, which were newly shown, will freshly form a market as a new consumer group in the future through their spare time and fund while interlinking with the retirement of the baby boomers, who had formed the center of economic growth.
To successfully change silver consumers into the audience, a marketing strategy is needed for grasping the currently silver visitors' behavioral characteristics and for coping with their behavioral change. Accordingly, this study established the purpose of research as what grasps and analyzes silver consumers in public performance focusing on an analysis of silver consumers' lifestyle in a performance market.
It understands a difference between performance selection attribute and purchase intention depending on a segmented market according to a group-based difference between demographic characteristic and lifestyle pattern in silver generation with the experience of seeing public performance. Thus, there is a significance in offering the basic data, which can be helpful for the development in a performance product and for a marketing plan in line with a segmented market in silver visitors, and a plan of vitalizing the performance marketing.
A questionnaire survey was conducted targeting the silver generation aged over 55 with the experience of seeing public performance. 320 copies of effective questionnaires were used in empirical analysis. A tool of analysis was used SPSS 18.0 statistical program.
First, a lifestyle pattern in the silver generation was classified into open thinking type, conservative cultural type, and progressive social type.
Second, whether there will be a difference in performance selection attribute depending on lifestyle pattern was tested through one-way ANOVA. Based on the 7Ps of the marketing mix, it was divided into product, place, promotion, price, people, physical evidence, process of offering service. As a result of the analysis, all the seven attributes were found a group-based difference in lifestyle. A group with the open thinking type was indicated to think highly of the quality in a work and the collateral service in performance arena in choosing performance. A group with the conservative cultural type was confirmed to think highly of attitude toward the 7Ps in selecting performance more than other groups.
Third, in consequence of analyzing relationship between lifestyle and performing-art purchase intention, there was a difference in all groups.
Finally, as a result of analyzing relationship between performance selection attribute and purchase intention in the silver audience, a factor of a performing-art work, promotion, and a factor of people were shown to have significant influence upon purchase intention. Also, in consequence of analyzing performance selection attribute and purchase intention depending on a lifestyle group, the positive influence upon purchase intention was shown by a factor of promotion in a group with the open thinking type and by a factor of people in the conservative cultural type and the progressive social type.
It can be said to have a difference from the researches of silver generations, which have been progressed conventionally, in that offered more specific implications by segmenting audience of silver generation depending on lifestyle in silver visitors who correspond to a new consumer group in the performing arts. The following are the practically theoretical implications for new marketing of the performing arts based on this.
First, the findings on purchase intention according to performance selection attributes of the 7Ps in marketing mix that had been suggested through many previous researches could be confirmed to be variables that have important influence even within the segmented variables of lifestyle. This study was researched into lifestyle patterns along with demographic attributes in the silver audience and was identified a difference between performance selection attribute and purchase intention by each group.
Second, as a result of surveying the influence of performance selection attribute in silver audience upon purchase intention, the factors of product, promotion and people were indicated to be the ones of having positive influence.
Third, a performing-art market needs to be established and implemented a detailed communication strategy in line with diverse targets. According to the findings, the silver generation is being affected by various factors given choosing performance. The public performance industrial market needs to be established a strategy of vitalizing a variety of the silver-generation audience.
Fourth, to activate audience in silver generation, it seems to be likely important to understand about a motive and an approach to silver audience. Among questions about public performance in this study, a considerable number of the respondents to the origin of collecting information gave an answer as saying of obtaining through people around. This can be considered to be a word-of-mouth feature possessed by silver generation. To increase these people's frequency of visiting public performance, there will be a need to strive for the mutually relational marketing between silver generations.
Fifth, an information route and a purchasing method that the silver generation gets access to performance culture were largest in a case of primarily using internet. This can be said to be an outcome of saying that internet is a medium, which will need to be utilized aggressively and positively given planning public performance. A systematic and positive customer-management service seems to be likely important through a silver-only service based on screen and easy interface to increase readability.
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