A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä
The effect of age on shopping orientation : choice orientation types of the ageing shoppers
Tekijät: Anna-Maija Kohijoki, Heli Marjanen
Julkaisuvuosi: 2013
Journal: Journal of Retailing and Consumer Services
Vuosikerta: 20
Numero: 2
Aloitussivu: 165
Lopetussivu: 172
Sivujen määrä: 8
DOI: https://doi.org/10.1016/j.jretconser.2012.11.004
Tiivistelmä
Traditionally, ageing consumers have been considered and treated as a rather homogeneous group. The appropriateness of this way of conduct is increasingly challenged when the baby-boom generation is reaching the retirement age. In the near future, 55+ consumers will be the dominant consumer segment in Western societies. Therefore, retailers should be more aware of the heterogeneous needs and wants of the “new old”. In the current study, six segments of ageing (55–75 years old) consumers were formed based on choice orientation in the specialty retailing context. The findings were compared to those obtained using the sample of younger (18–54 years old) consumers. The study was based on the household survey collected in Helsinki metropolitan area in 2009. The results indicate that the ageing market is formed of different consumer types which are rather similar to those found among younger age cohorts.
Traditionally, ageing consumers have been considered and treated as a rather homogeneous group. The appropriateness of this way of conduct is increasingly challenged when the baby-boom generation is reaching the retirement age. In the near future, 55+ consumers will be the dominant consumer segment in Western societies. Therefore, retailers should be more aware of the heterogeneous needs and wants of the “new old”. In the current study, six segments of ageing (55–75 years old) consumers were formed based on choice orientation in the specialty retailing context. The findings were compared to those obtained using the sample of younger (18–54 years old) consumers. The study was based on the household survey collected in Helsinki metropolitan area in 2009. The results indicate that the ageing market is formed of different consumer types which are rather similar to those found among younger age cohorts.
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