A study of consumers' perception and marketing strategy on hearing aids: An example of aging population in Beijing...9th World Conference of the International Society for Gerontechnology (ISG), June 18-21, 2014, Taipei, Taiwan.
Purpose Age-related hearing loss has been a growing health problem which affects multiple aspects of quality of late life while the world's population is aging1,2; however, marketing research on seniors' knowledge, intention and audiologic health management behavior related to hearing aid instrument...
| Publicado en: | Gerontechnology Vol. 13; no. 2; pp. 314 - 315 |
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| Autores principales: | , |
| Formato: | abstract proceedings research tables/charts Journal Article |
| Publicado: |
International Society for Gerontechnology
2014 Special Issue
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=180444948&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 180444948 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 15691101 904R jtl: Gerontechnology issn: 15691101 maglogo: N pubinfo: dt: 2014 Special Issue vid: 13 iid: 2 pid: 54298 pub: International Society for Gerontechnology artinfo: ui: 180444948 180444948 180444948 10.4017/gt.2014.13.02.346.00 180444948 ppf: 314 ppct: 1 formats: tig: atl: A study of consumers' perception and marketing strategy on hearing aids: An example of aging population in Beijing...9th World Conference of the International Society for Gerontechnology (ISG), June 18-21, 2014, Taipei, Taiwan. aug: au: YEH, W.-Y. HUANG, Y.-H. affil: Commerce Development Research Institute, Taipei, Taiwan sug: subj: Consumer Attitudes Evaluation Marketing Hearing Aids Aging China Quality of Life Congresses and Conferences Taiwan Taiwan China Aged Aged: 65+ years ab: Purpose Age-related hearing loss has been a growing health problem which affects multiple aspects of quality of late life while the world's population is aging1,2; however, marketing research on seniors' knowledge, intention and audiologic health management behavior related to hearing aid instruments is still on the beginning stages. On the other hand, with the interest of Mainland China's emerging market development potential, this study aim to investigate senior consumers' perception, information channels, behavioral Intention to use as well as selection factors about hearing aid instruments. Method During September 2013, by conducting a street survey from metropolitan of Beijing area (community and hospitals) then a purposive sample for individual interview, a total of 264 respondents with age of 40 and above valid sample were collected. Subjects were selected according to the three categories, i.e., wearing hearing aids w/ hearing impairment, not wearing w/ impairment, and not wearing w/o impairment. After a review of related literature3-5 and discussions with experts, measuring dimensions of consumers' purchasing decision for hearing aids were developed. Results & Discussion It is apparent that hearing aid use associated with aging; but other variables, including gender, education level, and personal income were not correlated to the use of hearing aids. As shown in Figure 1, for those who had hearing impairment w/ or w/o hearing aids, the average score of perceived importance were significant higher in internal factors of hearing aid itself than in external factors like brand or media ads. For people w/o hearing aids, potential damage to residual hearing was the most common concern (Figure 2). The usage of hearing examination was only 11% among seniors w/o hearing aids; among multiple information channels, medical staff, relatives and friends' recommendations were more influential than common formal channels. According to the survey findings, this research develop marketing promotion mix strategies to put the right product to seniors in need at the right time to efficiently encourage continually participate in social activities to enjoy later life. pubtype: Academic Journal doctype: abstract proceedings research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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