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The effect of age on shopping orientation—choice orientation types of the ageing shoppers

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  • Kohijoki, Anna-Maija
  • Marjanen, Heli

Abstract

Traditionally, ageing consumers have been considered and treated as a rather homogeneous group. The appropriateness of this way of conduct is increasingly challenged when the baby-boom generation is reaching the retirement age. In the near future, 55+ consumers will be the dominant consumer segment in Western societies. Therefore, retailers should be more aware of the heterogeneous needs and wants of the “new old†. In the current study, six segments of ageing (55–75 years old) consumers were formed based on choice orientation in the specialty retailing context. The findings were compared to those obtained using the sample of younger (18–54 years old) consumers. The study was based on the household survey collected in Helsinki metropolitan area in 2009. The results indicate that the ageing market is formed of different consumer types which are rather similar to those found among younger age cohorts.

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  • Kohijoki, Anna-Maija & Marjanen, Heli, 2013. "The effect of age on shopping orientation—choice orientation types of the ageing shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 165-172.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:2:p:165-172
    DOI: 10.1016/j.jretconser.2012.11.004
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    References listed on IDEAS

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    1. Dychtwald, Ken & Gable, Greg, 1990. "Portrait of a changing consumer," Business Horizons, Elsevier, vol. 33(1), pages 62-73.
    2. Swinyard, William R. & Rinne, Heikki J., 1994. "The six shopping worlds of baby boomers," Business Horizons, Elsevier, vol. 37(5), pages 64-69.
    3. Meneely, Lisa & Strugnell, Chris & Burns, Amy, 2009. "Elderly consumers and their food store experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 458-465.
    4. Kohijoki, Anna-Maija, 2011. "The effect of aging on consumer disadvantage in grocery retail services among the Finnish elderly," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 370-377.
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