Understanding Food Store Preferences Among the Elderly Using Hybrid Conjoint Measurement Models

The market segment comprised of elderly customers is growing rapidly, but retailers have little guidance in how to approach it. Traditional conjoint approaches are difficult to implement for this segment because of the complexity of the data collection task. A hybrid conjoint measurement model is pr...

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Bibliographic Details
Published in:Journal of retailing 1985-12, Vol.61 (4), p.35
Main Authors: Tantiwong, Duangtip, Wilton, Peter C
Format: Article
Language:English
Subjects:
Conjoint analysis
Consumer attitudes
Consumer behavior
Grocery stores
Market segments
Older people
Polls & surveys
Preferences
Statistical analysis
Supermarkets
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Summary:The market segment comprised of elderly customers is growing rapidly, but retailers have little guidance in how to approach it. Traditional conjoint approaches are difficult to implement for this segment because of the complexity of the data collection task. A hybrid conjoint measurement model is proposed for reducing the difficulty of the judgment task, and it is tested in both a personal interview and self-administered mail survey of 88 elderly food shoppers. Results affirm strong validity for the approach and provide insights into the shopping behavior of the elderly. There are 3 distinct segments of elderly consumers, each with a unique patronage profile: 1. price conscious, 2. convenience conscious, and 3. price-convenience trade-off consumers. These segments are highly stable across alternative measures of store preference. It is evident that the elderly should not be treated as a single, homogeneous buying population. The existence of readily identifiable segments raises the possibility of differentiated retail strategies targeted toward the different groups.
ISSN:0022-4359
1873-3271