Facility preferences for senior housing among lifestyle segments in Taiwan

Taiwan’s governments used to motivate supplies to fit the expected increasing demands for senior housing, since the elders’ share of population was 7% in 1993. However, the vacant rate was still high in budget senior housing whereas the demand for high-price dwelling has been fulfilled by private sectors during these two decades. It indicates that market segmentation is necessary, based on the heterogeneity among elders. In this study, lifestyle characteristics are introduced as a basis for segmentation in senior housing market. And I intend to figure out product combination for targeted elderly segment as well. Factor analysis and cluster analysis were employed to illustrate lifestyle and demographic characteristics of elders in each segment. And ANOVA tests were performed to reveal the differential preferences for housing facilities and services among elderly segments. The results show significant diversified preferences among elders, and suggest closer consideration of elders’ lifestyles when creating and promoting senior housing services.