The purpose of the present study is to examine the changes in consumers’ food retail behaviour with regard to the demographic variable of age. The study is focused on food retail behaviour of consumers aged over 50 years and living in urban cities of Punjab, one of the progressive states of India. The food retail scenario in the country has changed and whilst affecting all consumers has impacted to a greater degree the older consumers. This makes this consumer segment worthy of consideration. Hence, an insight into and understanding of how old consumers interact with and evaluate a food retail offering will help improve customer service and satisfaction. This understanding will enable service providers to segment their consumer base and target specific customer groups with strategies designed to meet their retail needs. The findings of the study show that consumer's food-related retail behaviour changes with increase in their age. The results indicate a decline in consumers’ patronage of modern retailers and their perceived value of discount offers and promotions with increase in age. It is also revealed from the study that with increase in age there is an apparent increase in the use of local kirana shops, the enjoyment gained from shopping and the difficulty experienced in reaching out modern formats.
