Understanding the older shopper: A behavioural typology

Robert Angell, Phil Megicks, Juliet Memery, Troy Heffernan*, Kerry Howell

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

41 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)259-269
Number of pages11
JournalJournal of Retailing and Consumer Services
Issue number2
Early online date10 Feb 2012
Publication statusPublished - 1 Mar 2012
Externally publishedYes


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