A Study on Demand and Market Segmentation in Nursing Homes

The purpose of this study is to analyze the consumers' demand pattern and the feature of the market for nursing homes, the number of which is tending upwards. The survey data were obtained from the interview of 500 elderly people living in Seoul and Kyung-Ki provincial area. All respondents were 60 years of age and above. The main findings were summarized as follows: 1. The respondents who are less aged, highly educated comparatively, and living with spouse show positive response for the use of nursing homes. The aged living independently and the aged living with unmarried children show higher demand for this facility. Also, the respondents who prefer independent living away from their childrenn, urban areas as their residence and flat-type housing show more interest for the facility. The respondents who are self- supportive, who has no financial supporter, no caretaker, and no domestic helper demonstrate strong inclination to the use of the facility. The respondents who are interested in this kind of facility, acknowledge the necessity of it show strong intention of moving into it. 2. Logistic regression analysis was conducted to understand factors related to the intention of moving into the nursing homes. The group who wish to live separated from their children in the future give 1.78 times more favorable response than the opposite. The group who have an interest in the facility for elderly has 2.02 times higher intention of moving than the opposite. The group who have an intention of using the facility for elderly it is 7.34 times more likely to move into it. 3. The respondents who are the potential consumers for nursing homes can be subdivided. Within the positive group, it could be divided into the group of living independently with the preference of flat-type housing, the group living independently with the preference of separate housing, and the group wishing to live with their children. Within the negative group, the factor of the division is their concern to the facility. Following this study, it can be said that old age people, who have been regarded as one homogeneous group so far, should be recognized as one characteristic individual. This study also shows that the demand aspect yet in its initial stage shold be researched in anticipation of rapid increase. The understanding of diciding factors, the segmentation of potential market will help work out proper strategy, which will contribute to providers' benefit.ope