Food retailers' perceptions of older consumers in Northern Ireland

Abstract

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.

Cognitive age and grocery-store patronage by elderly shoppers

“…We thus disconfirm the findings of Tantiwong and Wilton (1985), Whelan et al (2002), Hare (2003), Moschis et al (2004) and Meneely et al (2008). For both attributes, the changing physical and cognitive abilities reflected by cognitive age do not seem to be significant enough to make the physical access to the store and the placement of products on the shelves result in different levels of store satisfaction.…”

“…Another aspect of access relates to the products within the store and includes the effort required to pick and pack product (Teller et al, 2012). Such in-store accessibility is related to store attributes such as manoeuvrability within the outlet, which has also been considered a driver of store satisfaction and patronage in previous work on shopping by the elderly (JohnsonHillery & Kang, 1997;Meneely et al, 2008). Manoeuvrability within a store is related to the possibility of efficient and effective movement and navigation, that is, whether shoppers can manoeuvre through the store without problems, whether they can do so safely and quickly, and whether they can easily find the products they are looking for (Titus & Everett, 1995).…”

“…Such risks are more frequent in stores that lack consideration of specific needs of elderly consumers in terms of their product offer (e.g. Hare, 2003;Meneely et al, 2008;Meneely, Strugnell, & Burns, 2009b). Stores with a wider and deeper product range reduce such purchase-related risk by giving older consumers more choice in finding products and promotions that satisfy their age related requirements and make it easier to substitute a product in the case of an out-of-assortment and out-of-stock situation at the point of sale (Emmelhainz, Emmelhainz, & Stock, 1991;Ratner, Kahn, & Kahneman, 1999).…”

“…Store formats and attributes influence shopper logistics. The literature on elderly consumers mentions, in particular, the following store attributes as determinants of satisfaction with stores and, consequently, of store patronage: accessibility of the store and the products within the store, pricing and product-related attributes, and atmosphere (Hare, Kirk, & Lang, 2001;Keillor, Parker, & Erffmeyer, 1996;Meneely, Burns, & Strugnell, 2008; see appendix for the operationalization of these constructs). Depending on the consumer's age, the role of such attributes varies so they have different effects on satisfaction with and behaviour related to a (patronised) store (Goodwin & McElwee, 1999;Lumpkin, Greenberg, & Goldstucker, 1985;Moschis et al, 2004).…”

The economic and social role of small stores: a review of UK evidence

“…Small retailers are in a position to develop knowledge of particular groups, some of which have a stronger affinity with them than others shoppers (Child et al 2002) by specialising and developing a congruence between the image of the store and the customers they are appealing to (O'Cass and Grace 2008). They do this by developing a bettering understanding of the benefits they seek better than supermarkets (Ahmad 2003); making practical changes to in-store facilities and developing home delivery (Meneely et al 2008); stocking products that are perceived as more 'authentic' fresh foods (e.g. meat, fish and bakery goods) and satisfying demand for local and locally sourced food (Ilbery and Maye 2006;Morris and Buller 2003); spending more time with the customer (Groves 2001); and advising them on the quality and meaning of the product (Hilton 1998) or helping them to improve their diet (Pettinger et al 2008).…”