Analysis of the Supermarket Environment for Elderly: a Case Study

Vulnerability of Older Adults in the Context of Food Purchase

“…Participants describe collisions between carts and between individuals. The ergonomics and design literature corroborates these findings by highlighting the risk of older adults injuring arms and legs due to tight circulation (Celeski et al 2017; Fadigatti et al 2015). “They have placed the shelves so close together that it is impossible to pass through.…”

“…We start with the physical and logistical elements of the supermarket that may not be adequately designed to receive older adults. Among the complaints, it is possible to mention irregular corridors (wide or narrow) with pillars containing hanging promotional items that can cause collision incidents (Celeski et al 2017). Another issue of discontent is inadequate shelf height, where products are positioned too high or too low for their height, preventing compliance with their consumption goals (Alhammadi, Santos-Roldán, and Cabeza-Ramírez 2021; Lesakova 2016; Yalcin Usal and Evcil 2022).…”

“…Once the context is defined, it is necessary to consider external conditions that can contribute to the experience of vulnerability despite being out of the consumer’s control. Among them, physical and logistical elements of the supermarket stand out, such as the inadequate height of shelves, absence of seating for rest, irregular aisles, and shortage of employees positioned between sectors for eventual needs (Celeski et al 2017; Yin, Pei, and Ranchhod 2013). Each of these elements can be recognized during the face-to-face purchase of food.…”

A Reflection on Marketing From the Elderly People’s Perspectives: Recognising the Hidden Needs for Elderly Health-Care Products and Service

“…As the results have implied that elderly customers have negative experiences regarding the current marketing strategies, therefore through the analysis the strategies for promoting well-being among the elderly in the marketing stores are obtained. From this, possible solution and adaptation of the elderly customers to reframe the structure of the store, such as resizing the shelves, limited mobility by proving seating facility would be effective (Celeski et al, 2017) thus, categorising the products based on similarity and providing service facilities and equipment is required.…”

“…Therefore, the supermarkets and multi-purpose stores for the elderly should provide a wide range of supplies including food items, hygiene products, mobility products for the senior citizens who search out to meet their basic health care needs and demands. Moreover, the spacious supermarkets would be a physical space where the older customers can interact with one another (Celeski et al, 2017).…”