SHOPPING BEHAVIOR OF THE SILVER GENERATION IN SLOVAKIA: A CASE STUDY NITRA

Miroslava Trembošová · Jan Kramoliš · Alena Dubcová · Ľudmila Nagyová · Pavel Forgáč

9 citations0/0 files storedE+M Ekonomie a Management

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Consumer Retail Behavior Studies Aging, Elder Care, and Social Issues Consumer Market Behavior and Pricing

Abstract

The Slovak population, like the population in other European countries, is aging. The population in the older age groups is growing by increasing the average age of life. Even in old age, people are still active, they like to actively participate in social and economic activities, and they carry out various hobby activities, which preserve but also increase the quality of their personal lives. Seniors over the age of 50+, referred to as the silver generation, are important consumers of a wide range of services, including the growing retail services. These are the reasons why an increased attention needs to be paid to them. The aim of the paper is to know the shopping behavior of the silver generation in relation to the specificity of the spatial structure of retail facilities. The research was carried out in the Slovak city of Nitra. This West Slovak city is known for its history, university education facilities and currently especially the automotive industry, which has significantly contributed to improving the economic conditions of its inhabitants. The shopping types of senior respondents were obtained by questionnaires and evaluated by a comparative analysis based on a description. The results of the research show that the behavior of the current silver generation is changing in comparison to the previous one. The closest relationship between the seniors’ traditional way of shopping and the traditional mixed retail facilities in the central part of the city has not been confirmed. The statistically closest relationship between the shopping types of seniors was confirmed in the residential districts where the retail facilities consist of large shopping centers, supermarkets and hypermarkets with a concentrated offer. Senior shopping is changing significantly and is in line with modern trends. New forms of retail supply change the usual patterns of senior shopping behavior.

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2005This Old Stereotype: The Pervasiveness and Persistence of the Elderly Stereotype 2014Online shopping drivers and barriers for older adults: Age and gender differences 2010Mall attributes and shopping value: Differences by gender and generational cohort 2005Repeat Purchasing of New Automobiles by Older Consumers: Empirical Evidence and Interpretations 2005Age‐Related Differences in Responses to Emotional Advertisements 2006The Importance of Ease of Use, Usefulness, and Trust to Online Consumers 2016The Employees of Baby Boomers Generation, Generation X, Generation Y and Generation Z in Selected Czech Corporations as Conceivers of Development and Competitiveness in their Corporation 1997Aging consumers and their effects on the marketplace

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