Optimising Retail Environments for Older Adults: Insights into Customer Behaviour and Organisational Performance

Ljerka Sedlan König ()
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Ljerka Sedlan König: School of Economics and Business, Josip Juraj Strossmayer University of Osijek, Gajev trg 7, 31000 Osijek, Croatia

Administrative Sciences, 2025, vol. 15, issue 4, 1-16

Abstract: Retailers have traditionally prioritised younger customers, often overlooking the distinct needs of older consumers. As this demographic grows, it is increasingly important to cater to their shopping preferences. This study explores the behaviours, needs, and challenges of Croatian consumers aged 60+ through qualitative semi-structured interviews. Findings indicate that older urban customers in Croatia prioritise quality over price, are brand-loyal yet discerning, and balance price consciousness for necessities with the willingness to spend on desired items. The study contributes to consumer behaviour theory by highlighting older consumers’ selective brand loyalty and self-directed decision making. It expands on ageing population theories by challenging assumptions that older consumers are passive shoppers, emphasising their preference for informed, self-directed purchasing. From a retail strategy perspective, it emphasises experience-based retailing, advocating for enhanced customer service, clear store navigation, and tailored marketing. Practically, our research provides actionable insights for retailers to optimise service, enhance operational efficiency, and improve profitability. Adapting retail environments to better serve older customers can foster a more engaging and rewarding shopping experience, benefiting both consumers and businesses.

Keywords: customer behaviour; needs; habits; grocery retailers; older population; organisational performance (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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