Understanding the older shopper: A behavioural typology

With regard to the contemporary retail environment, to date, the older shopper has been afforded limited academic attention, which is somewhat surprising given the growth of this population in the UK. Consequently, this study presents an empirically derived typology of older grocery shoppers through the application of salient retail attributes and store image dimensions developed through extensive qualitative research techniques. The findings provide an important contribution towards better understanding differences in shopping behaviour amongst older consumers. The identification of six distinct shopper types, including three new distinct groups, contributes to theory, whilst a number of potential implications for retail managers are explored in light of the findings.