Abstract
Demographic change is leading to an ageing of the population in the
UK, but there is still a considerable debate as to whether the elderly
should be treated as a distinct market segment. Previous work on the
shopping preferences and activities of the elderly, undertaken mainly in
the USA, has identified a number of issues relating to patronage
behaviour and attitudes to store attributes. Seeks to examine some of
these issues in a British context. Interviews were conducted with 838
shoppers over the age of 55 in three different shopping locations,
investigating store choice and attitudes. An item of clothing was chosen
to provide the shopping context. Results suggest that gender appears to
be a more important attribute than age in determining a number of
shopping traits, in particular, actual shop choice and the expressed
motives for shop choice. Some general preference is evident among the
elderly group for locally operated rather than nationally operated store
options.
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