Hayley Myers and Margaret Lumbers School of Management, University of Surrey, Guildford, UK 應用外語碩一 A 王文臨

 Old consumers have often been ignored by marketers. Even though they are rich and are willing to spend. A research from UK show that companies supplying goods and service can not attract and retain older consumers effectively.

 The structure of the older market segment is changing and the over 55s will become a significant consumer group. By 2015 there will be over 2.2 million people aged over 55s in the UK than Those over 55s will be a greater share of retail spending for next decade.

 Bone(1993) reviewed 33 segmentation methods for the mature market. Of those, 60% used income, other methods are included health, activity level and discretionary.

 Moschis(1991) said chronological age is one of the most common methods used for segmenting the mature market but may not be a good predictor of consumer.  Bone(1991) indicated one’s perceived age is more influential in shopping behavior than chronological age.

 Moschis(2003) found that older peoples shopping behaviors is more sensitive to their needs and lifestyle.  Gilleard(1996) said the over 55 age group contain diverse life stages, for example: becoming parents for the first time, reflection of later marriage, increased divorce, remarriage rates, and others.

 Wolf(1998) said older consumers use products and services to enrich their life, personal experiences, personal growth and connecting with others may be more important than tangibles.

A total of 88 participants took part in the group, 46 women and 42 men Consisted of 8 to 10 participants with equal numbers of females and males Consisted of 8 to 10 participants with equal numbers of females and males Participants Aged Participants Aged 66-75

 Groups took place during the last week of January/first week of February in  Ten focus groups were held in five areas of England: Lewisham, Guildford, Surrey, Glasgow, and Bristol

 Each focus groups was lead by an experienced moderator for a discussion of about 1.5 hours.  Face-to-face and telephone semi-structured interview with seven industry experts from the UK shopping centre industry.  The interview was asked for their personal views not company policy about how the shopping industry can meet the needs and wants of ageing population.

 Three main results of shopping behavior for the older shoppers in this study: 1. Retail age 2. Shopping as a way to socialize. 3. Shopping as a leisure event.

 Perceived aged not chronological aged.  A key finding from the research is that perceived age are key determinants of shopping behavior.  Older people often do not felt their age due to factors such as life stage and lifestyle.

 Older consumers always felt as if they are a decade younger than the actual age.  Thus, they are likely to purchase products aimed at a younger age.  Retail age is the age that older consumers they think they are, not their chronological age.

 Older consumer think shopping is not just about buying necessary, but a kind of important socialization.  Older consumers see shopping as a means of being with and interacting with other people and a place for exchange news, a place where they can meet, and talk in a pleasant environment.

 In order to attract the older consumers, the place for the older consumers should be cleanliness, brightness and good maintenance over elaborate retail environment.

 Older consumers felt shopping was a leisure pursuit in its own right.  Older consumers tended not to take mixed use trips, they just want to do one thing at one time. A shopping trip was seen as a fun, social experience itself.

 The implication for shopping industry is that shopping areas needed to be made more appealing, with a pleasant setting, suitable to enjoy spending leisure time in and with appropriate offers and service, such as café and restaurants.

 Older consumers are still have a considerable change in the future.  Conflict between creating a shopping space for different user and the opportunity for shopping place.  How shopping places can be suitable to attract the increasingly over 55s group.

 Targeted shoppers  Shopaholics  Occasional Leisure Shoppers

 This kind of shoppers are alone and go to specific shop for specific items.  This group includes a high proportion of men.

 This kind of shopper love shopping and they go shopping whenever they can. They often go shopping with friends.  This group are mainly females.

 This kind of shopper do mostly targeted shopping. But they still enjoy an occasional day out for shopping which they can see as a fun activity.  This group are mostly females.