Silver Consumers and Their Shopping Specifics

Dagmar Lesáková

DOI: http://dx.doi.org/10.12775/OeC.2013.034

Abstract


Seniors constitute large and constantly growing group of consumers. These „silver consumers“ form a potentially significant market segment for the near future. An ageing population has implications for pension policy, healthcare policy, but also market policy. In spite of the scope of senior´s group, little attention was paid to this segment from the retail industry in Slovakia, and more research to identify their shopping behaviour is required in order to suggest relevant actions.

Considering the need for understanding this market segment, the objective of our paper is to identify the specifics in shopping behaviour of the seniors market, with the emphasis on grocery products.

Two main goals were stated as the key for our research: the identification of preference factors in the choice of a shopping place by seniors, and the factors influencing seniors decisions in grocery stores.

To explore views and opinions of silver consumers in relation to a preferred place of shopping, focus groups were created. Questions regarding the patterns of shopping, decision factors and motives were also raised. A total of 126 participants took part in the focus groups. Because the seniors are rather multidimensional and very complex segment, in order to indicate the key characteristics in the shopping behaviour of seniors, three age subgroupings in the large segment of seniors were formed: seniors aged 60-69, seniors aged 70-79, seniors aged 80+.

The principal purpose of the focus groups interviewing was to determine the factors affecting store choice and shopping behaviour of older people. Recommendations on how the retail industry could respond best to silver consumers were developed based on the empirical outcomes.

Seniors constitute large and constantly growing group of consumers. These „silver consumers“ form a potentially significant market segment for the near future. An ageing population has implications for pension policy, healthcare policy, but also market policy. In spite of the scope of senior´s group, little attention was paid to this segment from the retail industry in Slovakia, and more research to identify their shopping behaviour is required in order to suggest relevant actions.

 

Considering the need for understanding this market segment, the objective of our paper is to identify the specifics in shopping behaviour of the seniors market, with the emphasis on grocery products.

 

Two main goals were stated as the key for our research: the identification of preference factors in the choice of a shopping place by seniors, and the factors influencing seniors decisions in grocery stores.

To explore views and opinions of silver consumers in relation to a preferred place of shopping, focus groups were created. Questions regarding the patterns of shopping, decision factors and motives were also raised. A total of 126 participants took part in the focus groups. Because the seniors are rather multidimensional and very complex segment, in order to indicate the key characteristics in the shopping behaviour of seniors, three age subgroupings in the large segment of seniors were formed: seniors aged 60-69, seniors aged 70-79, seniors aged 80+.

 

The principal purpose of the focus groups interviewing was to determine the factors affecting store choice and shopping behaviour of older people. Recommendations on how the retail industry could respond best to silver consumers were developed based on the empirical outcomes.


Keywords


Seniors; shopping behaviour; buying decision; store choice

Full Text:

PDF

References


Gardner C., Sheppard, J. (1989), Consuming Passion: The Rise of Retail Culture, Unwin Hyman Publishing Limited, London.

Lesáková D. (2010), Zmeny v nákupnom a spotrebiteľskom správaní obyvateľstva SR [in:] Kolektív: Trendy nákupného a spotrebiteľského správania zákazníkov v podmienkach ekonomickej nestability, Zborník vedeckých statí. Ekonóm Publishing, Bratislava.

Lesáková D. (2012), Vplyv veku na nákupné správanie seniorov „Studia commercialia Bratislavensia“, Vol. 5, No. 18.

Lesáková D. (2012), Determinanty nákupného rozhodovania seniorov [in:] Kolektív: Vedecké state Obchodnej fakulty 2012, Zborník. Ekonóm Publishing: Bratislava.

Lesáková Ľ. (2011), Implementing innovativeness in small and medium enterprises [in:] Obchod a finance 2011 – Trade and Finance, Praha: Česká zemědělská univerzita v Praze.

Majaro S. (1991), The Creative Marketer, Butterworth-Heinemann Ltd., Oxford.

Moschis G.P., Mathur A. (1993), How they´re acting their age, „Marketing Management“, Vol. 2, No. 2.

Moschis G.P. (2004), Gerontographics, „ Journal of Consumer Marketing“. Vol. 10, No. 3.

Mumel D., Prodnik J. (2005), Grey consumers are all the same, they even dress the same. Myth or reality?” Journal of Marketing and Management”, Vol. 9, No.4.

Richterová K. (2011), Ja, slovenský spotrebiteľ [in:] Kolektív: Trendy nákupného a spotrebiteľského správania zákazníkov v podmienkach ekonomickej nestability, Zborník vedeckých statí. Ekonóm Publishing, Bratislava.

Schiffman L., Kanuk L. (2004), Consumer Behaviour, Pearson Prentice-Hall, New-York.

Solomon M. (2004), Consumer Behaviour: Buying, Having, Being, Pearson Prentice- Hall, Englewoods Cliffs, New-York.

Weijters B., Geuens M. (2006), Evaluation of age-related labels by senior citizens, „Marketing“, Vol. 23, No. 9.








p-ISSN 2083-1277
e-ISSN 2353-1827

Partnerzy platformy czasopism