Reisenwitz T H, Wimbish G J
College of Business Administration, Cleveland State University, OH 44155, USA.
Health Mark Q. 1997;15(1):49-68. doi: 10.1300/j026v15n01_04.
The elderly or senior citizen is a large and growing market segment that purchases a disproportionate amount of health care products, particularly nonprescription products. This study attempts to examine the elderly's level of involvement (high versus low) and their purchase decision process regarding nonprescription or over-the-counter (OTC) products. Frequencies and percentages are calculated to indicate level of involvement as well as purchase decision behavior. Previous research is critiqued and managerial implications are discussed.
老年人是一个庞大且不断增长的市场细分群体，他们购买了数量不成比例的医疗保健产品，尤其是非处方产品。本研究试图考察老年人（高参与度与低参与度）对非处方或非处方药（OTC）产品的参与程度及其购买决策过程。通过计算频率和百分比来表明参与程度以及购买决策行为。对先前的研究进行了批判，并讨论了管理启示。
