| Abstract |
| In present, The one of big flow in society change is aged population structure. The senescence period occupied very big parts in life by repid medical technology development and spread, therefore, the population of aged person are increased rapidly. And also, The aged person rising to very important consumer group by their improved economic condition than the other times. The reasons are continuous economic growth and increase of aged person`s employment percentage. However, The most of aged person research is limited at just aged person`s welfare in sight of social welfare. So，the very few of researcher are think that the aged person were recognized by consumer. Recently, the aged person population was increased rapidly And aslo, the aged person market was grown up. Therefore, The aged person`s consumer market rising to by important consumer market in sight of marketing, the reason is aged person life style increased by economic development. In now days, We heard many times that new generation or X generation in general society. And also, We can hearing the family" in newspaper or magazine and varous mass media. Furthemore, We can hearing often the Y generation in present. The Enterprise also, frequently using the Y generation in their marketing action. In this study, I researched the Silver and Y generation`s characteristic and their life style by found that the different point of Silver and Y generation. And also, I fount that Y generation`s characteristic of purchase intention related with above characteristic and life style. As a result, I suggested to enterprise for Silver and Y generation successful marketing strategy establishment relatd with consumer purchase intention decision by based on found data. We need understanding of the Silver and Y generation`s concept which was occupied the main economic subject and indivisual purchase group in 21st centiy. It needs will be success in new market. We must establishing the more efficient marketing strategy by grasped their needs and researched their preference. Therefore, I researched the Silver and Y generation`s image by actual proof method. First of all, I contributed to theoretical research by literatures study for correct grasp to Silver and Y generation`s concept and characteristics. |
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| Key Words |
| Silver and Y generation, Purchase Decision, Propensity to Consume |
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