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Older shopper types from store image factors

Older shopper types from store image factors
Older shopper types from store image factors
This study aims to characterise the older shopper by exploring unobserved heterogeneity within the segment and developing an older shopper typology from an empirically derived store image scale. Store attribute theory informed a two-stage research design. Firstly, a ‘pool’ of salient store attributes was identified through in-depth interviews. Scales were then developed and quantitatively tested using data collected through a household postal survey. Seven store image factors emerged, forming the basis of the typology. Five clusters were subsequently profiled using behavioural and demographic variables: Prudent neutrals, All-Round demanders, Reluctant casuals, Demanding sociables, and Affluent utilitarians. A discussion of the resultant classification's utility in terms of retail strategy, including opportunities for better targeting through adjustment of the retail offer, is presented. This study develops a store image scale that reflects the importance of store choice decisions of older shoppers, extending store image research by providing contemporary insights into the requirements of older shoppers in a changing retail environment.
0969-6989
192-202
Angell, Robert J.
ca8389e4-2a83-43a8-b331-c262eda37674
Megicks, Phil
5330ca01-abb8-4e41-b079-07c1e7656336
Memery, Juliet
a734de3a-f12d-4394-bfe1-911c4ea30a04
Heffernan, Troy W.
c8cbbf73-ec2b-4289-b046-4ca178bfcbe7
Angell, Robert J.
ca8389e4-2a83-43a8-b331-c262eda37674
Megicks, Phil
5330ca01-abb8-4e41-b079-07c1e7656336
Memery, Juliet
a734de3a-f12d-4394-bfe1-911c4ea30a04
Heffernan, Troy W.
c8cbbf73-ec2b-4289-b046-4ca178bfcbe7

Angell, Robert J., Megicks, Phil, Memery, Juliet and Heffernan, Troy W. (2014) Older shopper types from store image factors. Journal of Retailing and Consumer Services, 21 (2), 192-202. (doi:10.1016/j.jretconser.2013.07.010).

Record type: Article

Abstract

This study aims to characterise the older shopper by exploring unobserved heterogeneity within the segment and developing an older shopper typology from an empirically derived store image scale. Store attribute theory informed a two-stage research design. Firstly, a ‘pool’ of salient store attributes was identified through in-depth interviews. Scales were then developed and quantitatively tested using data collected through a household postal survey. Seven store image factors emerged, forming the basis of the typology. Five clusters were subsequently profiled using behavioural and demographic variables: Prudent neutrals, All-Round demanders, Reluctant casuals, Demanding sociables, and Affluent utilitarians. A discussion of the resultant classification's utility in terms of retail strategy, including opportunities for better targeting through adjustment of the retail offer, is presented. This study develops a store image scale that reflects the importance of store choice decisions of older shoppers, extending store image research by providing contemporary insights into the requirements of older shoppers in a changing retail environment.

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More information

Accepted/In Press date: 24 July 2013
Published date: 1 March 2014

Identifiers

Local EPrints ID: 434506
URI: http://eprints.soton.ac.uk/id/eprint/434506
ISSN: 0969-6989
PURE UUID: 45889f95-de86-4678-93a7-8d80ea369bad

Catalogue record

Date deposited: 25 Sep 2019 16:30
Last modified: 25 Sep 2019 16:30

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