by : Donald Bernstein
Published by: Journal of Management and Marketing Research (Volume Eight - September, 2011)
ABSTRACT
This paper presents a preliminary study which is utilized to develop a series of propositions regarding the attitudes and perceptions of mature adult consumers pertaining to age-qualified active adult communities. The exploratory study was conducted among 200 heads of household, 50 years of age or older; residing in the potential draw area for a concept Active Adult Community. The areas of proposition development include:
1) Target buyer characteristics and information sources,
2) Community design preferences/amenities,
3) Location preferences,
4) Specific product features desired, and
5) Influence of differing factors on relative purchase interest of duplexes vs. singlefamily homes.
These propositions are presented for further hypothesis development and empirical testing.
Keywords: Active adult communities, planned communities, mature adult housing.
INTRODUCTION
As the population ages, “the single most important demographic trend in the
United States is the changing age structure of the population…The post-World War II
baby boom produced 78 million baby boomers, born between 1946 and 1964” (Kotler &
Armstrong, 2010, p.70). In a study conducted by the MetLife Mature Market Institute
and the National Association of Home Builders, it is projected that the population of
Americans 55+ will increase to 26% of the U.S. population by 2014 from 23% of the
population in 2007 (MetLife, 2009, p.4). In terms of housing, the demographic trend of
an aging society should drive demand for active adult housing in the context of agequalified
communities.
Many expect “the active adult retirement community (AARC) business to account
for between 20 and 30 percent of all housing by the year 2020” (Becker, 2001, p.299).
Active adult communities are an “antidote to negative stereotypes of older age as a period
of decline in physical and social competencies” (McHugh & Larson-Keagy, 2005, p.252).
However, “marketers must be careful to guard against stereotypes when using age
and lifecycle segmentation” (Kotler & Armstrong, 2010, p.194). “The simple fact that
the baby boomers are aging does not guarantee that they will behave in the same way as
previous generations…Research also suggests that the market for retirement housing and
long-term care is heterogeneous” (Gibler, Lumpkin & Moschis, 1997, p.119), not all
aging adults will seek the same type of living arrangements... . . (baca_selengkapnya)
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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