Silver shoppers and food shopping challenges: an analysis using critical incident technique approach

The quality of the relationship between the salesstaff and customers determines the sustainability of long-term relationships which is crucial for the companies. In the previous researches, the authors analyzed elderly consumers’ experiences while food shopping in order to reach a deeper understanding of their thoughts. In those studies it was found that older consumers’ problems with staff of retailers which are very big and crucial. In order to provide satisfied shopping experience trips for especially elderly consumers, this is vital to be aware of their needs and wants. In this study, we tried to determine the staff of food retailers’ opinions to compare with the previous researches and increase its dimentions for clarification. However, the population of the study is included all the managers and the staff of food retail stores in Lucknow (Spencer Retail Ltd, Big Bazar, Easyday, Family Bazar, and etc.), The sample for the research was minimized due to some limitations. We’ve collected the data through the days of 1st January and 21st January 2016. The respondents were chosen from the major food retailers lists. 156 valid respondents and their thoughts & experiences were analyzed by using quantitative (CIT). 61 positive (%59) and 43 negative (%41) incidents were gathered by CIT.