스포츠 시장예측과 소비자 행동 모델 검토

Abstract

In sports market it is impossible to talk about K League Bloom or Nike Bloom which appeared in first part of 2000s without mentioning youngers as bloom maker. But more recently role of middle-old aged people in connection with creating consumption fashion is attracting attention. Underneath such background there is increase of population with age of 50 or older and they came to occupy about 40% of entire population.This particular segment of population has net saving of more than 100 million won after deducting debt and characterized by strong desire for consumption. They maintain life style different from generation of early 20th century. As a result of advancing in age for the group possessing power of consumption they began to assume leading role as fashion maker creating fashion trend(Nihon Gezai Newspaper, 1999). Actually walking bloom or hiking bloom are led by middle and old aged people and also key for walking shoes bloom is lying in the hands of this group. In future we will usher in an age which demands all around business approach by broadening vision not only to young generation but also to all the generations in sports market.