Naslov
Identifying food retail mix adjustments to elderly consumers in Croatia

Autori
Vojvodić, Katija ; Petljak, Kristina ; Butigan, Nikola

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of The International Scientific Conference "Trade Perspectives 2015: Innovations in Food Retailing" / Knego, Nikola ; Renko, Sanda ; Knežević, Blaženka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2015, 69-77

ISBN
978-953-346-016-1

Skup
International Scientific Conference "Trade Perspectives 2015: Innovations in Food Retailing"

Mjesto i datum
Zagreb, Hrvatska, 18.11.2015. - 19.11.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
elderly consumers ; food retailers ; retail mix adjustments ; Croatia

Sažetak
Population ageing has been identified as a critical element of demographic change affecting changes in elderly consumers` retail buying and food-related behaviour. Consequently, elderly consumers are becoming an increasingly important market segment for the retail industry, particularly the food retail sector. In that context, understanding elderly consumers`needs and preferences is crucial for retailers in order to improve their service and capture this market segment more effectively. Previous research has shown that elderly consumers spend more money on the average at food stores than their younger counterparts, increasingly use local shops, tend to be more brand loyal and prefer personal interaction in the retail store environment. On the other hand, the difficulties and challenges faced by elderly consumers are mainly associated with accessing food retail sites, store size, finding items, placement of products on shelves, shelves height, poor signage, readability, lighting, labelling, packaging, inappropriate portion sizes, changing layout, etc. The purpose of this paper is to explore food retailers’ behaviour and their retail mix adjustments in order to overcome the problems faced by elderly consumers and thus enhance the overall food shopping experience for this age group. Moreover, marketing strategies used to serve elderly consumers will also be examined. To this end, a qualitative methodological approach will be employed and data collection will involve semi-structured in-depth interviews with food retail managers in Croatia. This research will contribute to the existing literature by providing new insights into food retailers’ behaviour towards elderly consumers and suggesting activities that food retail management could undertake to more effectively meet the needs of the elderly.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA