สังคมผู้สูงอายุ: ปัจจัยการตลาดที่เปลี่ยนไป

บทคัดย่อ

The United Nations predicted that by the year 2001-2100 would be a century of elderly; which Europe would have the most elderly population in the world and Asia would rank 4^th in the world regarding to the elderly. For Thailand, the number of senior populations was in the 4^th place in Asia, and 2^nd place in the ASEAN. In the next few years, Thailand would step into the aged society completely. The changes in ageing society were from the changes in consumption behavior and lifestyle of elderly, as the consequences of the changes in social, emotion, physiological, especially in physical of elderly.

          This article aimed to raise the awareness of situations of the aged society at the world and regional levels, as well as the aged society situation in Thailand.  The changes of behaviors of the elderly since their subjective ages are lower than chronological ages. So, the elderly prioritizes on taking care of their appearance and own health, follow trend in consumption, and avoid depending on their children or others. Such changes in elderly behavior impact the marketing concept in the Post-Demographic in the way that segmentation by age factor may not be needed. So marketers and other involved would aware of these changes and be able to cope with the situation in Thai society. Hence, the new generation of marketers should put more effort into understanding behavior and interest of seniors, in order to reveal their actual ‘subjective age’.