Mall shopping preferences and patronage of mature shoppers

Gabriel G Rousseau,Daniel J.L Venter

doi:10.4102/sajip.v40i1.1175

Abstract

Orientation: Retailers often consider other market segments ahead of mature consumers because they perceive that they have limited purchasing power. This study addressed this misperception by investigating the buying behaviour of mature consumers.Research purpose: The purpose of this study was to investigate the buying behaviour of mature consumers (older than 55) in Port Elizabeth shopping malls.Motivation for the study: The perception of mature shoppers as old people with limited financial resources is untrue. This study investigates the behaviours of mature shoppers.Research design, approach and method: A model guided the investigation. The authors facilitated four focus groups to gain insight into mature consumers’ buying behaviours. A field survey followed with a sample of mall shoppers (n = 680). The authors performed content analysis of the focus group material and used SPSS and AMOS programs to analyse the data quantitatively.Main findings: Focus group interviews revealed specific buying behaviours of mature shoppers. The survey showed significant relationships between various determinants that influence respondents’ buying behaviours with adequate model fit indices. These results confirmed the convergent and discriminant validity of the model that comprises mall shopping anticipation, experience and patronage.Practical/managerial implications: Mature shoppers’ expectations exceeded their experiences, suggesting dissatisfaction with some aspects of their experiences. Retailers and shopping mall managers need to redesign malls if they wish to cater for the segment of ageing shoppers and their spending power.Contribution/value-add: The study contributes to the research available in South Africa on service at shopping malls that cater for mature consumers.

Highlights

Background to the studyThe purpose of this research was to investigate the mall shopping preferences and patronage of mature shoppers in Port Elizabeth
These authors found that mall shopping anticipation (MSA) derives from personal and emotional factors, whilst mall shopping experiences (MSE) derive from mall environment and situational factors
It did not seem that the respondents were loyal to a particular shopping mall

Summary

Introduction

Background to the studyThe purpose of this research was to investigate the mall shopping preferences and patronage of mature shoppers in Port Elizabeth. In South Africa, approximately 5.3 million residents are older than 55. Freeman (2008) estimated that there are over 78 million people older than 50 living in the United States of America (USA) with a combined disposable income of over three trillion dollars. According to the McKinsey Report (Roxburg et al, 2009), asset classes in the mature market in South Africa are likely to grow more rapidly in the near future. McKinsey estimates that there are 2.8 billion adults, who are not part of formal financial systems, in emerging markets, of which South Africa is one, with discretionary income. Walker and Mesnard (2012) estimated that the income share for the over-60s in South Africa will increase from 11.7% in 2005 to 16.5% in 2020 Bank deposits and household incomes will increase as aging people open savings accounts. Walker and Mesnard (2012) estimated that the income share for the over-60s in South Africa will increase from 11.7% in 2005 to 16.5% in 2020

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