Purpose -An understanding of consumer behaviour will enable service providers to segment their client base and target specific customer groups with strategies designed to meet their retail needs. Hence, an insight into and understanding of how consumers interact with and evaluate a retail offering will help improve customer service and satisfaction. The purpose of this paper is to examine the changes in consumers' food retail behaviour with regard to the demographic variable of age, based on the older population. This paper focuses on food shoppers aged over 60 years living independently in Northern Ireland. The retail geography in Northern Ireland has changed and whilst affecting all consumers has impacted to a greater degree on older consumers. This and the fact that the over 60 age group is increasing demographically illustrate why this consumer segment is worthy of greater consideration. Design/methodology/approach -A quantitative methodological approach is employed and data are collected using a consumer questionnaire (n ¼ 791). The questionnaire is analysed using the Statistical Package for Social Sciences (SPSS) version 15. Findings -The results show that as age increases older consumers' retail buying and food-related behaviour changes. A decline in patronage of multiple retailers is evident as age increases; as is consumers' perceived value of multi-purchase promotions and nutritional confidence. Alongside increasing age there is an apparent increase in the use of local shops, the enjoyment gained from shopping, the difficulty experienced in accessing food retail sites and the problems experienced when cooking. Practical implications -This paper suggests that age may be used to differentiate between customer groups and retailers must take age into consideration when providing a product offering and in retail provision for the elderly consumer. Originality/value -This paper fulfils a need for information on older consumers' retail behaviour in Northern Ireland and offers advice to food retailers attempting to better serve this increasingly important consumer segment.
Demographic changes' occurring in developed countries has meant that older consumers are becoming an increasingly important consumer segment that retailers need to pay particular attention to. It is essential that their specific needs within the food and other service sectors are met, as food plays an important role in their social well‐being. Very little research has focused upon the extent to which retailers meet their demands and particular needs. The aim of this study, as part of a wider study on older consumers, is to address this lack of information by examining the level of awareness held by food retail management as to the needs of older consumers (60+ years old) and the problems that they encounter while shopping. Qualitative data were collected using face‐to‐face interviews with retail managers (n = 5) from food retailers in Northern Ireland. These were analysed according to Gillham's content analysis guide. Food retailers stated they were aware of the issues older consumers face and recognize their importance as a growing consumer segment; however, there would appear to be relatively little actual consideration/evidence of them meeting their needs. All interviewees expressed an interest in improving the food shopping experiences of older consumers, and were keen to make an increased effort towards this segment of the population, but these were often not put into practice. In order to overcome the problems faced by older consumers and strengthen the food shopping experience for this age group, it is suggested that retail management make practical changes to improve in‐store facilities, increase affordability of food products and home delivery services, and enhance customer communication.
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