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Retailing to the “grey pound†: Understanding the food shopping habits and preferences of consumers over 50 in Scotland

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  • Omar, Maktoba
  • Tjandra, Nathalia C.
  • Ensor, John

Abstract

The number of older people is growing globally and therefore there is an implication for providing products and services to facilitate access to nutritious food, considered fundamental for maintaining health and independence. Historically, older consumers have been unattractive to marketers, however improved finances and lifestyles indicate the “grey pound†has the potential to become lucrative. This exploratory research seeks to identify the current expectation of Scottish older consumers in relation to the products and services available in the supermarket and food retailers. A questionnaire was distributed to participants aged over 50 years in Scotland to voice the opinion of the older consumer in relation to shopping experience and availability of product. The results support previous research indicating the improved lifestyles of older consumers, demonstrating that previous perceptions of older people as impoverished and immobile are not representative of this group. This study contributes to the demand for more information on older consumers׳ food shopping habits and preference in Scotland. It attempts to provide useful recommendations for supermarkets and food retailers in fulfilling the needs of this rising consumer segment. This research concludes that supermarkets could improve access to both products and services to meet the demand from this growing segment of society, through better understanding of their requirements in terms of customer service, shopping experience, product size, price, access and mobility.

Suggested Citation

  • Omar, Maktoba & Tjandra, Nathalia C. & Ensor, John, 2014. "Retailing to the “grey pound†: Understanding the food shopping habits and preferences of consumers over 50 in Scotland," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 753-763.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:5:p:753-763
    DOI: 10.1016/j.jretconser.2014.06.001
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    References listed on IDEAS

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    1. Catherine Cole & Gilles Laurent & Aimee Drolet & Jane Ebert & Angela Gutchess & Raphaëlle Lambert-Pandraud & Etienne Mullet & Michael Norton & Ellen Peters, 2008. "Decision making and brand choice by older consumers," Marketing Letters, Springer, vol. 19(3), pages 355-365, December.
    2. Gilles Laurent & Raphaelle Lambert-Pandraud, 2010. "Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness," Post-Print hal-00528378, HAL.
    3. Cox, Anthony D. & Cox, Dena & Anderson, Ronald D., 2005. "Reassessing the pleasures of store shopping," Journal of Business Research, Elsevier, vol. 58(3), pages 250-259, March.
    4. 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.
    5. Gilles Laurent & Catherine Cole & Aimee Drolet & Jane Ebert & Angela Gutchess & Raphaelle Lambert-Pandraud & Etienne Mullet & Michael I. Norton & Ellen Peters, 2008. "Decision making and brand choice by older consumers," Post-Print hal-00458428, HAL.
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    Cited by:

    1. Yen, Dorothy & Cohen, Geraldine & Wei, Liyuan & Asaad, Yousra, 2022. "Towards a framework of healthy aging practices," Journal of Business Research, Elsevier, vol. 142(C), pages 176-187.
    2. Paul, Justin & Sahadev, Sunil, 2018. "Service failure and problems: Internal marketing solutions for facing the future," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 304-311.

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