Patronage motives of mature consumers in the selection of food and grocery stores

Abstract

We live in an aging society, thus, it is important for businesses to develop a solid understanding of the older consumer. The food and grocery store industry is no exception since mature consumers spend more money on the average at food stores than their younger aged counterparts. Because there are marked differences within the large, mature consumer market, different marketing strategies are required even within this market to ensure the greatest success. This research employs a random, nation‐wide, sample of 10,500 names of household heads drawn from seven age categories. The literature from a wide range of disciplines was examined to explore factors and events affecting preferences and motives in the selection of food stores. Using factor analysis, four gerontological segments resulted that best describe the mature consumer market. Marketing strategies are offered suggesting how to most effectively appeal to older consumers in general as well as more precise strategies for successfully appealing to the four gerontological segments.