Shopping experiences of elderly consumers in supermarkets

Authors

DOI:

https://doi.org/10.5965/2316419009142020115

Keywords:

Market Segmentation, Consumer behavior, Third Age

Abstract

The objective of this study is to analyze the infrastructure, services and products offered by supermarkets to satisfy elderly consumers expectations. We conducted a quantitative-descriptive study with a sample of 100 people aged over 60 years, of both sexes. The sampling technique used was not a convenience probabilistic - it was performed in three supermarkets in Campo Grande, Mato Grosso do Sul, Brazil. The data was analysed by exploratory factor analysis and cluster analysis. The results show that the three supermarkets partially meet consumer expectations. Three market segments was identified. Segment 1 comprises 26% of the sample. In this group, the percentage of women was around 73%, the largest share receiving a minimum salary. This group proved to be more satisfied than others. Segment 2 is made up of 44% of respondents. Segment 3 is made up of 30% of respondents. In this segment, 76% of respondents are women. This group is the most dissatisfied. Besides this results, it is necessary for managers to further investigate this group of consumers in order to better understand their wants and needs.

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Author Biographies

Dario de Oliveira Lima-Filho, Federal University of Mato Grosso do Sul, UFMS, Brazil.

PhD in Business Administration from the Getúlio Vargas Foundation - SP, FGV-SP, Brazil.

Has a Master’s degree in Business Administration from the Getúlio Vargas Foundation - SP, FGV-SP, Brazil.

Specialist in Distance Education Guidance from the Mato Grosso do Sul Federal University, UFMS, Brazil.

Graduated in Business Administration at the Unified Education Center of Brasília, CEUB, Brazil.

Professor at the Mato Grosso do Sul Federal University, UFMS, Brazil.

Filipe Quevedo Pires de Oliveira e Silva, Federal University of Mato Grosso do Sul, UFMS, Brazil.

PhD in Business Administration from the Nove de Julho University, UNINOVE, Brazil.

Has a Master’s degree in Business Administration from the Mato Grosso do Sul Federal University, UFMS, Brazil.

Graduated in Physical Education at the Cesumar University, UNICESUMAR, Brazil.

Graduated in Business Administration at the Mato Grosso do Sul Federal University, UFMS, Brazil.

Marcos José de Almeida Matias, State University of Tocantins, UNITINS, Brazil.

PhD in Organizational Administration from the University of São Paulo, USP, Brazil.

Has a Master’s degree in Business Administration from the Mato Grosso do Sul Federal University, UFMS, Brazil.

Specialist in Teaching in Higher Education from the Institute of Higher Education of Brasilia, IESB, Brazil.

Graduated in Business Administration at the Uberlândia Federal University, UFU, Brazil.

Graduated in Physical Education at the Cesumar University, UNICESUMAR, Brazil.

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Published

2020-08-12

How to Cite

Lima-Filho, D. de O., Silva, F. Q. P. de O. e, & Matias, M. J. de A. (2020). Shopping experiences of elderly consumers in supermarkets. Revista Brasileira De Contabilidade E Gestão, 9(16), 115–126. https://doi.org/10.5965/2316419009142020115

Issue

Vol. 9 No. 16 (2020)

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Articles

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