Patronage behaviour of elderly supermarket shoppers – antecedents andunobserved heterogeneity

Abstract

This article investigates grocery store format patronage behaviour of elderly shoppers. The aim is to identify specific antecedents of this consumer group and investigate heterogeneity between segments in terms of their patronage behaviour. Based on a literature review we set up a conceptual model that proposes effects between the perception of store attributes, satisfaction, patronage intention and the share of visits. We test the model using a survey of more than 400 supermarket patrons aged 60 and over who live in a highly concentrated urban retail environment. Variance based structural equation modelling reveals that the product range and the price-value ratio have the most considerable impact on patronage behaviour of supermarkets. Nevertheless, response based segmentation identifies unobserved heterogeneity in the overall modelling results. Unlike demographic characteristics of the respondents the variables 'availability of a car' and 'problems in walking longer distances' explain the heterogeneity of the results between segments where significantly different impacts of accessibility and price-value ratio on patronage behaviour can be identified.

The relevance of shopper logistics for consumers of store-based retail formats

“…This is particularly true for consumers of a higher age and those who shop at grocery stores more often. We thus identify the relevance of shopper logistics in a grocery retail setting for elderly and frequent shoppers and thereby confirm work by Keillor et al (1996), Meneely et al (2009), Reutterer and Teller (2009) and Teller and Gittenberger (2011).…”

“…These resulting indirect effects can be justified as follows. Bell et al (1998) and Hand et al (2009) Beside others personal characteristics age (µ 1 ) can determine the ability to carry out shopper logistics (Keillor et al, 1996;Teller and Gittenberger, 2011). The relevance of the shopping logistics as part of the shopping experience is also strongly dependent on the shopping orientation whereas a hedonic shopping orientation (µ 2 ) decreases the perception of shopping as a burden (e.g., Babin et al, 1994).…”

“…And yet, in terms of shopper logistics the procurement of groceries is a necessity and cannot be easily deferred by consumers having no possibility to have it done by someone else (Teller and Gittenberger, 2011). The perishable nature of groceries results into a comparably high shopping frequency, which is determined by those products that are needed most and have the shortest storage life, e.g.…”

Cognitive age and grocery-store patronage by elderly shoppers

“…However, the impact of cognitive age on shopping behaviour and store patronage has not received much attention (Teller & Gittenberger, 2011). This is particularly true for grocery shopping -a frequent and challenging (logistical) task in older consumers' lives (Teller, Kotzab, & Grant, 2012;Whelan, Wrigley, Warm, & Cannings, 2002).…”

“…Within this context, Teller and Gittenberger (2011) presented a literature review demonstrating that the store patronage of older consumers, and its antecedents, is still underresearched in the marketing, consumer behaviour and retail literature, despite that segment's considerable and growing importance. They also remarked that, even when elderly consumers and their store-related perceptions and behaviour had been at the centre of researchers' interest, little had been done to identify hidden subgroups within the seemingly monolithic block of the elderly.…”