2021 Volume 7 Issue 3 Pages 13-20
Japan has become an elderly society, and the market size of senior businesses is expanding. Therefore, it is necessary to scientifically verify the image of the elderlies for effective communication with the elderlies. The purpose of this study is to examine the image of the elderlies held by university students and to apply it to senior business. For this purpose, we measured the relationship with the elderlies and the image of the elderlies using psychological indicators for university students, and analyzed the effects of personality traits and relationships with grandparents on the image of the elderlies. The results revealed that the image that the elderlies have a desire for honor was negatively correlated with the personality traits of agreeableness, and participants who positively evaluated their relationship with their grandparents tended to have the image that elderlies are sympathetic to others. In addition, there was a difference in the sympathetic image of the elderlies between participants who positively evaluated most of their relationships with their grandparents and those who evaluated negatively. Furthermore, regarding the image that the elderlies will achieve their goals, participants who have a high function of time perspectives and a high function of succession of generations highly evaluated this image. According to these results, it is suggested that it is effective to target the marketing messages related to the elderlies, such as advertisements for care support services, to those who have a high evaluation of their relationship with their grandparents. Furthermore, it is suggested that senior business targeting the tastes of the wealthy is effective for those who are aware of the influence of grandparents and the similarity with their families.
