Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/321264 
Year of Publication: 
2025
Citation: 
[Journal:] Administrative Sciences [ISSN:] 2076-3387 [Volume:] 15 [Issue:] 4 [Article No.:] 120 [Year:] 2025 [Pages:] 1-16
Publisher: 
MDPI, Basel
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.
Subjects: 
customer behaviour
needs
habits
grocery retailers
older population
organisational performance
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
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