GROCERY PRODUCTS IN SENIOR"S SHOPPING BEHAVIOUR

The objective of the paper is to identify the preference factors in the choice of shopping place by seniors and key factors influencing seniors decisions in grocery stores. To explore views and opinions of older people in relation to preferred place of shopping, a research sample of 126 senior participants was created. Decision factors and motives in 5 areas have been explored: price policy, product policy, staff policy, store characteristics, communication policy. As the seniors are rather multidimensional and very complex segment, three age subgroupings in the large segment of seniors were formed: seniors aged 60-69, 70-79 and 80+. The purpose of the exploration was to determine characteristics affecting store choice and shopping behaviour of older people.