Food Shopping Behaviour in Older Consumers´ Segment
Journal Title: International Conference on Marketing and Business Development - Year 2016, Vol 0, Issue 1
Abstract
The focus of our research is to provide a theoretical rationale and empirical evidence for determining the behaviour and perceptions of older customers during their food shopping process. Perceptions of older shoppers are in contrast to younger shopper, affected by their biological ageing, reduction of mobility, declining vision, chronic illnesses, etc. Two principal aims are formulated in our paper: to identify the factors with positive and negative impact upon food shopping experience in older customers segment during their food procurement process and to propose some recommendations to retail managers aiming at better consideration and meeting the expectations of the older people. Data collection involved two focus groups with older customers aged over 65 years. Both focus groups consisted of twelve adults. The purpose of the interviews was to identify the main food shopping issues experienced by older people and to find out whether or not they were satisfied by the current food retail service. The focus group interviews were analyzed according to principles of thematic content analysis, where substantive categories were identified from individual statements. The findings from group interviews were supported by the results from a questionnaire distributed among 468 seniors. To determine the food shopping experience, respondents were asked to evaluate 12 substantive categories impacting on their food shopping satisfaction. Both qualitative and quantitative results have indicated that age dimensions influence perceptions and behaviour related to store evaluation. Older people experience a range of distinct positive and negative factors in their food shopping. Negative factors identified by this segment include several in-store design and layout factors, in-store assistance, product-size of foods and also promotion of multi-purchase products. Positive factors associated with food shopping include variety and quality of products. Based on the findings, areas to improve the service for older shoppers´ segment have been recommended to retail management.
Authors and Affiliations
Dagmar Lesakova
Keywords
Related Articles
- EP ID EP269831
- DOI -
- Views 96
- Downloads 0
Polish Tourists’ Perceptions of Service Quality Offered by Summer Resort Hotels in Romania
The paper presents the results of a secondary data analysis examining Polish tourists’ perceptions of service quality offered by summer resort hotels in Romania. The researchers examined tourists’ comments regarding thei...
Effective Knowledge Sharing in Multi-Generation Organization
The paper presents the results of literature reviews, a primary data analysis and case studies examining Polish firms from various sectors including agricultural, construction and banking regarding effective knowledge di...
Goals, Strategies and Expected Return on Investment of Customer Education: An Exploratory Case Study
The aim of this research is to provide insight and deeper understanding of the goals, strategies and expected return on investment of customer education by organizations of coffee companies in Italy. For this study, the...
Green Business for Green Meetings (Case Study: Opatija Kongress Hotels)
In the late 20th century, the World Tourism Organization established a committee focused on the environment. Somewhat later, sustainable tourism is being embraced as best practice by many countries around the world. This...
CSR disclosure in Large Bulgarian Companies
Communicating and reporting information about socially responsible business practices is a relevant issue for contemporary organizations. They can use different means for non-financial information disclosure related to t...