The study of marketing strategies of soliciting radio programs and elderly consumption behaviors

• Main Authors: Chia-Yu Chiang, 蔣佳餘
• Other Authors: Hsiu-Tsu Cho
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/55170446521905641644

碩士 === 南開科技大學 === 福祉科技與服務管理所 === 99 === Soliciting radio programs that sell medicine are popular in Taiwan, and radio stations have become important channels to the elderly for purchasing medicine and health supplements. The aim of this study is to discuss the marketing strategies adopted by soliciting radio programs that sell medicine, and how such strategies influence elderly consumption behavior. This study used two criteria to select radio programs in the Taichung, Changhua, and Nantou regions as the research sample: (1) Radio programs that target middle-aged and elderly listeners; and (2) Radio programs that intend to make sales during broadcast. Using these two criteria, 19 radio programs broadcasted by 10 radio stations were chosen as the research sample. These programs were recorded and then analyzed using content analysis. Results from the analysis suggest: (1) The marketing strategies adopted by such radio programs encompass three distinct components, including persuasive strategies, the design of the program structure, and the character of the radio show host; (2) The marketing strategies adopted by such radio programs influence elderly consumption behavior on four different levels, including: repeat purchasing, purchase intention, purchase or consumption behavior, and personal recommendation; and (3) The marketing strategies adopted by such radio programs influence elderly consumption behavior by gaining the trust of its targeted listeners – trust in the product being sold, trust the in program, and trust in the radio show host. From the research findings we can conclude that the trust of elderly consumers has a significant impact on their consumption behavior. Conclusions from this study should serve as useful references for studies on the factors influencing elderly consumption behavior.