Senior in FMCG Retail Distribution System in Poland Cover Image

Senior w systemie dystrybucji detalicznej FMCG w Polsce
Senior in FMCG Retail Distribution System in Poland

Author(s): Ewa Frąckiewicz, Aleksandra Grzesiuk, Katarzyna Bilińska-Reformat
Subject(s): Supranational / Global Economy, Gerontology, Marketing / Advertising, Socio-Economic Research
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: elder people; the retail trade; FMCG;

Summary/Abstract: The demographic structure of the world's population is clearly visible in the growing share of seniors. This segment of the market differs both from younger groups and peer groups over the years, which manifests itself in differences in attitudes, activity, views and behaviors, including acquirers. The purpose of the presentations is to present the current state of purchasing activity of seniors from the point of view of retail outlets of the FMCG sector in Poland (traditional and online) and to indicate examples of pro-business policy of traders. The article was prepared on the basis of the literature of the subject, selected statistical data and own observations, among others. the effect of cooperation with the University of the Third Age and the Polish Gerontological Association. The results indicate the importance of the location, the size of the traditional shop, the small importance of e-shops and, at the same time, the relatively low interest of retail outlets for this group of customers in the design of the dedicated offer. This article is of a research nature.

  • Issue Year: 364/2016
  • Issue No: 5
  • Page Range: 46-55
  • Page Count: 10
  • Language: Polish