Aging in the Aisles: Uncovering the Motivations and Preferences of Older Customers

Proceedings of The 14th International Conference on Management, Economics and Humanities

Year: 2023



Aging in the Aisles: Uncovering the Motivations and Preferences of Older Customers

Prof. Ljerka Sedlan Kőnig



The cognitive and emotional drivers of older customer shopping behavior are of increasing importance to retailers, as the global aging population is a growing consumer segment. These drivers refer to the psychological factors that impact how elderly customers make shopping-related decisions, including cognitive abilities, emotions, motivations, and attitudes towards shopping. The research aims to examine the shopping behavior, preferences, needs, and characteristics of older customers aged 65 and over. Retail spaces have traditionally focused on younger customers, but as the senior population continues to grow, it is becoming increasingly important for retailers to cater to this demographic. The study gathered data from focus groups and semi-structured interviews with older customers to explore their perceived needs and preferences. The findings suggest that older customers tend to feel younger than their actual age and prioritize shopping as a leisure activity and a social opportunity rather than a necessity to acquire more goods. In addition, it has been observed that the older customer segment is diverse and additional research is needed to generalize. By implementing strategies to enhance memory and attention, manage emotions, and appeal to motivations and attitudes towards shopping, retailers can provide a positive and rewarding shopping experience for their older customers.

keywords: cognitive and emotional drivers, retailers, senior population, shopping behavior