UNDERSTANDING OLDER CONSUMERS: IMPLICATIONS FOR RETAILERS IN CROATIA
UNDERSTANDING OLDER CONSUMERS: IMPLICATIONS FOR RETAILERS IN CROATIA

Author(s): Ljerka Sedlan Kőnig
Subject(s): Behaviorism, Demography and human biology, Gerontology, Marketing / Advertising, Socio-Economic Research
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: older consumers; needs; shopping preferences; challenges; Croatia;
Summary/Abstract: Researching the shopping behavior of older consumers (65 years and older) is important because this population segment is expected to grow in the coming years. Understanding their preferences and challenges will help businesses adapt and meet the needs of this important consumer group. Older consumers may have different needs and preferences than younger consumers, such as a preference for brick-and-mortar stores over online shopping and a desire for knowledgeable and helpful sales staff. They may also have issues such as limited mobility and difficulty with technology. By understanding these preferences and challenges, companies can improve the shopping experience for older consumers, increasing their loyalty and boosting sales. In addition, addressing older consumers’ needs can positively impact the community and society as a whole. Specific information about research on the shopping behavior of older consumers in Croatia is scarce. However, reviewing previous studies and articles on the shopping behavior of older consumers in other countries and regions may provide relevant information that could be applied to the Croatian context.

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