Behaviors of seniors and challenges they face in shopping centers resulting in malls’ marketing offer adaptation to address their needs—an integrative approach
Behaviors of seniors and challenges they face in shopping centers resulting in malls’ marketing offer adaptation to address their needs—an integrative approach

Summary/Abstract: There is a need to consider both the shopping well-being and exclusion of older people in shoppingcenters, and to take actions towards improving and enhancing their experience in an environmentthat is often used to provide a range of experiences that go beyond shopping. This article aims toreview the previous research on shopping centers’ elderly consumer behavior and experiencesas well as challenges they face while visiting these facilities. The purpose of the article is also toidentify adaptation of shopping centers’ marketing off er to attract senior customers. Theoreticalconsiderations are undertaken based on literature review and results of selected market reports.As results, seniors’ behaviors were categorizes into six factors which contribute to shopper’s senseof well-being, namely: functionality, convenience, security, leisure, atmosphere, and self-identi-fi cation. Challenges faced by the seniors are categorized into two aspects of exclusion: social andphysical exclusion. The identifi ed changes in shopping centers’ marketing off er were divided intofi ve service dimensions based on the modifi cation of the Retail Service Quality Scale (RSQS)method: retail-mix, accessibility, architecture and design, concept of operation, personal inter-actions. This integrative approach was used to develop a conceptual model of seniors’ behaviorsand challenges resulting in adjustments in the shopping centers’ marketing off er. Both research-ers and practitioners can benefi t from these fi ndings. The article aims to suggest recommendationsfor designing shopping centers which are effi cient and satisfactory for seniors, which potentiallycreates a competitive advantage for these businesses.

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