Baby boomers' reasons for choosing specific food shops

Abstract

Purpose -Baby boomers (people born between 1946 and 1964) are approaching retirement and there is concern about their preparation for their future health and wellbeing. Food shopping is likely to play a major role in their future lives. The purpose of this paper is to examine their reasons for choosing to buy food from particular shops and whether demographic characteristics and health status were associated with them.Design/methodology/approach -A questionnaire survey was conducted among a random sample of 1,037 people aged between 40 and 71 years in Victoria, Australia. Respondents were asked to indicate, from a list, their reasons for choosing to shop at particular food outlets. Regression analysis was used to examine the relationships between respondents' demographics and health status and their reasons for shopping at the food stores.Findings -Multivariate analysis showed that the reasons the respondents reported in choosing shops fell into four groups: saving, convenience, quality and healthy foods, and user-friendly environment. Saving was negatively related to income, age, level of education and also linked with country of birth, religious affiliation, and marital status. Convenience was negatively associated with age and also related to health status and religious affiliation. Quality/healthy food products were positively related to age but negatively associated with body mass index, and also linked to country of birth. User-friendly environment was negatively associated with income and education and related to gender and religious affiliation.Originality/value -The paper's results show that stores could provide more information, perhaps as signage, to their recycling and health information facilities, particularly in low socio-economic status areas. Furthermore, the social status and religious associations confirm the view that shopping reflects broad societal affiliations among baby boomers. Shopping centres can be used to provide support for health and environmental sustainability promotions.

Smart grocery shopper segments

“…The less-educated participants indicated preference for stores that offer price savings, yet savings became less important as age increased. In addition, younger consumers valued convenience more than other characteristics of stores (Worsley et al 2011). According to a 2009 study by Nielsen, grocery stores continue to be the greatest allure for Baby Boomers, and they shop more frequently than Gen Xers and Millennials, but the Gen Xers and Millennials consistently spend more per trip (Hale 2010).…”

“…However, opportunities still exist for this group. Marketing tactics should include a focus on expediency for this group of Generation X consumers who value convenience when shopping for food (Worsley et al 2011). Further, this segment is price conscious, so providing grocery sales or promotions will appeal to these consumers (Mushkin 2012).…”

Smart Shoppers’ Purchasing Experiences: Functions of Product Type, Gender, and Generation

“…They reported that less-educated participants prefer stores that offer price savings, yet as consumer age increased, price savings became less important. The study also found that younger consumers valued convenience more than all other store characteristics (Worsley, Wang & Hunter, 2011). Young (2011) reported that the secret to success of engaging younger consumers is simply using technology.…”

“…For example, Urbany et al (1996) compared older and younger consumers and found that they differed in terms of search behaviors; older consumers searched considerably more than other age groups. Worsley, Wang, & Hunter (2011) investigated why consumers shopped at specific stores and compared consumers in terms of age and education. They reported that less-educated participants prefer stores that offer price savings, yet as consumer age increased, price savings became less important.…”

Responsible Living

“…Research by Worsley et al (2011) showed that younger Australian adults valued convenience more, possibly because of the full-time family and work responsibilities of many of them. Similarly, Schubert et al (2013) revealed that for primary family food provisioners, particularly mothers of young children who had fulltime employment outside the home and/or who had children involved in multiple out-of-school activities, use of convenience foods meant that they could include community activities, as well as fitness and other leisure pursuits.…”