Effect of Age on Consumers’ Food Retail Behaviour: An Enumerative Review of Older Consumers in Punjab

This present study examines 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 however, it has impacted to a greater degree the older consumers.Which makes this consumer segment worthy of consideration. Hence, an insight into understanding of how old consumers interact with and evaluate a food retail offering will help improve customer service and satisfaction. Such as understanding will enable service providers to segment their consumer base and target specific customer groups with strategies designed to meet their retail needs. An exploratory research design was used in the study. A structured questionnaire was used to conduct field survey across different retail store categories in five urban cities. A series of chi-square tests for independence were conducted to explore the relationship between age and food retail behavior. The findings of the study show that consumer's food-related retail behaviour changes with increase in their age. The results indicate that with increase in age consumers’ patronage of modern retailers and their perceived value of discount offers and promotions declines. 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.