Current Issue
Past Issues
About the Journal
Aims and Scope
Publisher
Editorial Board
Publishing Ethics
Indexing and Archiving
Copyright, Licensing and Access
For Authors
Submission Guidelines
Publication Fees
Peer-review Process
Editorial and Production Processes
Corrections and Retractions
Publishing Ethics
Copyright, Licensing and Access
Contact Us
RESEARCH PAPER
Buying Behaviour of Polish Urban Silver Singles: Choices of Market Products and Shopping Places
1
Faculty of Management, University of Warsaw, Poland
Submission date: 2023-08-15
Final revision date: 2023-12-05
Acceptance date: 2024-01-07
Publication date: 2024-03-28
GNPJE 2024;317(1):34-59
KEYWORDS
JEL CLASSIFICATION CODES
ABSTRACT
The aim of the study is to identify and evaluate the buying behaviour of Polish silver
singles concerning their choice of shopping places and the frequency of purchasing
selected food and non-food products. The research was conducted in two stages
from 2018 to 2022. The study shows that silver singles can be considered active
consumers. Positive or negative attitudes towards shopping are determined by the
age, education and wealth of the surveyed seniors. Shopping is a “big” or “very big”
pleasure for young-old individuals (people aged 65–74), primarily women with
a secondary or higher education, earning a monthly disposable income of over PLN
3,500. While shopping for food, silver singles prioritise price, quality and promotional
offers, while fashion and the desire to stand out are of lesser concern. Conversely,
when purchasing market products, they pay more attention to product
quality than price. Single elderly people typically purchase food products at bazaars,
marketplaces, corner shops and discount stores. For non-food products, they opt
for big-box retailers as well as shops and showrooms located in shopping centres.
REFERENCES (97)
1.
Agoggo D., Milne G. R., Schewe Ch. D. [2014], Time benders: a model of subjective aging in aging studies, Health Marketing Quarterly, 31: 383–398.
2.
Akhmetshin E. M., Ilyasow R. H., Sverdlikowa E. A., Tagibova A. A., Tolmachew A. V., Yumashev A. V. [2018], Promotion in emerging markets, European Research Studies Journal, 21 (2): 652–665.
3.
Ali B. J., Anwar G. [2021], Marketing strategy: pricing strategies and its influence on consumer purchasing decision, International Journal of Rural Development, Environment and Health Research, 5 (2): 26–39.
4.
Altkorn J., Kramer T. [1998], Leksykon marketingu, Polskie Wydawnictwo Ekonomiczne, Warszawa.
5.
Ampuero O., Vila N. [2006], Consumer perception of product packaging, Journal of Consumer Marketing, 23 (2): 100–112.
6.
Andervazh L., Gaskari R., Tarakmeh M. S., Vafazadeh S. [2013], The influence of brand trust and customer satisfaction on customer loyalty by SEM, Journal of Basic and Applied Scientific Research, 3 (9): 687–693.
7.
Argo J., White K. [2012], When do consumers eat more? The role of appearance self-esteem and food packaging cues, Journal of Marketing, 76 (2): 67–80.
8.
Badanie konsumentów III-go wieku – raport z badań [2009], Raport dla Urzędu Ochrony Konkurencji i Konsumentów, Warszawa.
9.
Bajaj A., Bond S. D. [2017], Beyond beauty: Design symmetry and brand personality, Journal of Consumer Psychology, 28 (1): 77–98.
10.
Baltas G., Argouslidis P., Skarmeas D. [2010], The role of consumer factors in multiple store patronage: a cost-benefit approach, Journal of Retailing, 86 (1): 37–50.
11.
Bartoszewicz A., Obłąkowska K. [2022], Transformacja i stan aktualny społeczno-ekonomicznego wymiaru ekosystemu detalicznego handlu spożywczego w Polsce: obraz dla polityki społeczno-gospodarczej, Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej Górze, 16: 48–65.
12.
Berg L., Liljedal K. T. [2022], Elderly consumers in marketing research: A systematic literature review and directions for future research, International Journal of Consumer Studies, 46: 1640–1664.
13.
Błędowski P., Grodzicki T., Mossakowska M., Zdrojewski T. [2021], Badanie poszczególnych obszarów stanu zdrowia osób starszych, w tym jakości życia związanej ze zdrowiem, Gdański Uniwersytet Medyczny, Gdańsk, https://polsenior2.gumed.edu.p.... html (accessed on 2.03.2023).
14.
Błędowki P., Szatur-Jaworska B., Szweda-Lewandowska Z., Kubicki P. [2019], Raport na temat sytuacji osób starszych w Polsce, Instytut Pracy i Spraw Socjalnych, Warszawa, http://senior.gov.pl/source/ra... (accessed on 2.03.2023).
15.
Bombol M., Słaby T. [2011], Konsument 55+ wyzwaniem dla rynku, Oficyna Wydawnicza SGH, Warszawa.
16.
Bui H. T. [2022], Exploring and explaining older consumers’ behaviour in the boom of social media, International Journal of Consumer Studies, 46 (2): 601–620.
17.
Bylok F. [2013], Strategia zachowań konsumpcyjnych seniorów na rynku dóbr i usług konsumpcyjnych, Problemy Zarządzania, 1 (40), 123–142.
18.
Chandran S. R., Rangarai H., Parayitam S. [2020], The effect of brand awareness and use, product awareness and use on brand and product satisfaction: A study of Ayurveda products from India, Asia-Pacific Journal of Management Research and Innovation, 16 (2): 103–121.
19.
Chovanova H. H., Kroshunov A. I., Babčanová D. [2015], Impact of brand on consumer behaviour, Procedia Economics and Finance, 34: 615–621.
20.
Christopher M., Peck H. [2005], Logistyka marketingowa, Polskie Wydawnictwo Ekonomiczne, Warszawa.
21.
Cole C., Laurent G., Drolet A., Ebert J., Gutchess A., Lambert-Pandraud R., Mullet E., Norton M. I., Peters E. [2008], Decision making and brand choice by older consumers, Marketing Letters, 19, 3 (4): 355–365.
22.
Cuddy A. J. C., Norton M. I., Fiske S. T. [2005], This old stereotype: the pervasiveness and persistence of the elderly stereotype, The Journal of Social Issues, 61 (2): 265–283.
23.
Dąbrowska A., Janoś-Kresło M., Mróz B. [2020], Zachowania osób starszych na rynku e-usług, Oficyna Wydawnicza SGH, Warszawa.
24.
Dekker D. L. [1986], Sociology of the aged: an introduction to the development of the elderly, Tianjin People’s Publishing House, Tianjin.
25.
Deng X., Srinivasan R. [2013], When do transparent packages increase (or decrease) food consumption?, Journal of Marketing, 77 (4): 104–117.
26.
Dick A. S., Basu K. [1994], Customer loyalty: Towards and integrated framework, Journal of the Academy of Marketing Science, 22 (2): 99–113.
27.
Drolet A., Yoon C. [2020], The aging consumer. Perspectives from psychology and marketing, Routlege, New York.
28.
Faulkner D., Bowman C. [1996], Strategie konkurencji (The essence of competitive strategy), Wydawnictwo Gebethner i Ska, Warszawa.
30.
Ford N., Trott P., Simms Ch. [2019], Exploring the impact of packaging interactions on quality of life among older consumers, in: Dunett S., Hamilton K., Piacentini M. (eds.), Consumer vulnerability, Routledge, London.
31.
Gensler S., Verhoef P., Böhm M. [2012], Understanding consumers’ multichannel choices across the different stages of the buying process, Marketing Letters, 23 (4): 987–1003.
32.
Gonzales A., Paliwoda S. [2006], Segmenting the older consumer for online travel, The Marketing Review, 6 (4): 331–348.
33.
Gordon-Wilson S., Modi P. [2015], Personality and older consumers’ green behaviour in the UK, Futures, 71: 1–10.
34.
Grzybowska-Brzezińska M., Szmyt M. [2011], Wybrane obszary zachowań rynkowych seniorów, Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, 72: 591–603.
35.
Guido G., Pichierri M., Rizzo C., Chieffi V., Moschis G. [2020], Information processing by elderly consumers: a five-decade review, Journal of Services Marketing, 35 (1): 14–28, https://doi.org/10.1108/JSM-09....
36.
Haghshenas L., Abedi A., Ghorbani E., Kamali A., Harooni A. [2013], Review consumer behavior and factors affecting on purchasing decisions, Singaporean Journal of Business Economic, 1 (10): 17–24.
37.
Harahap D. A., Amona D. A., Augustini F. [2018], Effect of product completeness and price on consumer purchasing decision in SMEs market Medan, Journal Manajemen, 22 (1), February: 47–61.
38.
Hesham F., Riadh H., Sihem N. K. [2021], What have we learned about the effects of the COVID-19 pandemic on consumer behavior?, Sustainability, 13 (8): 4304.
39.
Hino H. [2014], Shopping at different food retail formats, European Journal of Marketing, 48 (3/4): 674–698.
40.
Jacobs S., Merwe D. van der, Lombard E., Kruger N. [2010], Exploring consumers’ preferences with regard to department and specialist food stores, International Journal of Consumer Studies, 34 (2): 168–178.
41.
Jalilvand M., Samiei N., Mahdavinia S. H. [2011], The effect of brand equity components on purchase intention, International Business and Management, 2 (2): 149–158.
42.
Jamal A., Goode M. M. [2001], Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction, Marketing Intelligence & Planning, 19: 482–492.
43.
Jeruszka-Bielak M., Kollajtis-Dolowy A., Santoro A., Ostan R., Berendsen A. A. M., Jennings A., Meunier N., Marseglia A., Caumon E., Gillings R., Groot L.C.P.G.M. de, Franceschi C., Hieke S., Pietruszka B. [2018], Are nutrition-related knowledge and attitudes reflected in lifestyle and health among elderly people? A study across five European countries, Frontiers in Physiology, 361 (27): 2681.
44.
Koksol H. [2019], Shopping motives, mall attractiveness, and visiting patterns in shopping malls in the Middle East: A segmentation approach, Contemporary Management Research, 15 (1): 1–23, https://doi.org/10.7903/cmr.18....
45.
Kowalczuk I. [2007], Zachowania nabywcze na rynku żywności osób w średnim i starszym wieku, Acta Scientiarum Polonorum, 6 (2): 61–70.
46.
Kożuch J. [2006], Zachowania starszych konsumentów na rynku dóbr i usług, in: Kowalski J. T., Szukalski P. (eds.), Starość i starzenie się jako doświadczenie jednostek i zbiorowości ludzkich, Wydawnictwo Uniwersytetu Łódzkiego, Łódź.
47.
Kusińska A. [2002], Typologia ludzi starszych, in: Kusińska A. (ed.), Warunki życia ludzi starszych i ich zachowania na rynku, Instytut Rynku Wewnętrznego i Konsumpcji, Warszawa.
48.
Lambert-Pandraud R., Laurent G. [2010], Why do older consumers buy older brand? The role of attachment and declining innovativeness, Journal of Marketing, 74: 104–121.
49.
Lambert-Pandraud R., Laurent G., Mullet E., Yoon C. [2017], Impact of age on brand awareness sets: a turning point in consumers’ early 60 s, Marketing Letters, 28 (2): 205–218.
50.
Li J. M., Zhang X. F. [2020], Influence of brand perceived value on customer repurchase intention: mediating effect of customer emotion, Journal of Economics, Commerce and Research, 2: 63–66.
51.
Marseglia A., Xu W., Fratiglioni L., Fabbri C., Berendsen A. A. M., Bialecka-Debek A., Jennings A., Gillings R., Meunier N., Caumon E., Fairweather-Tait S., Pietruszka B., Groot L.C.P.G.M. de, Santoro A., Franceschi C. [2018], Effect of the NU-AGE diet on cognitive functioning in older adults: a randomized controlled trial, Frontiers in Physiology, 9: 349.
52.
Maschao E. T., Sukdeo N. [2018], Factors that influence consumer behavior in the purchase of durable household products, International Conference on Industrial Engineering and Operations Management, July 26–27, Paris.
53.
Mazurek-Łopacińska K. [2021], Zachowanie konsumentów na współczesnym rynku. Perspektywa marketingowa, Polskie Wydawnictwo Ekonomiczne, Warszawa.
54.
Meneely L., Burns A., Strugnell C. [2008], Food retailers’ perceptions of older consumers in Northern Ireland, International Journal of Consumer Studies, 32 (4): 341–348.
55.
Mikołajczyk J. [2009], Rozwój centrów handlowych w Polsce, Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, 529: 137–153.
56.
Monroe K. B., Guiltinan J. P. [1975], A path analytic exploration of retail patronage influence, Journal of Consumer Research, 2: 19–28.
57.
Moschis G. P., Mathur A. [2006], Older consumer responses to marketing stimuli: the power of subjective age, Journal of Advertising Research, 46 (3): 339–346.
58.
Myres J. H., Lumbers M. [2008], Understanding older shoppers: a phenomenological investigation, Journal of Consumer Marketing, 25 (5): 294–301.
59.
Neal D. T., Wood W., Labrecque J. S., Lally P. [2012], How to habits guide behavior? Perceived and actual triggers of habits in daily life, Journal of Experimental Social Psychology, 48 (2): 492–498.
60.
Nielsen [2018], Quarter by numbers. Q4 2017, The Nielsen Company, https://www.nielsen.com/wp-con... 3/2019/04/2018.0320-20EU20-20Quarter20by20Numbers20Europe20Q4202017.pdf (accessed on 8.05.2020).
61.
Nimrod G., Rotem A. [2010], Between relaxation and excitement: activities and benefits gained in retirees’ tourism, International Journal of Tourism Research, 12: 65–78.
62.
Nobar H. B., Rostamzadeh R. [2018], The impact of customer satisfaction, customer experience and customer loyalty on brand power: empirical evidence from hotel industry, Journal of Business Economics and Management, 19 (2): 417–430.
64.
Olejniczak T. [2019], Konsumenci seniorzy wobec innowacji produktowych, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań.
65.
Perchla-Włosik A. [2011], Rola reklamy i innych źródeł informacji w decyzjach zakupowych gospodarstw domowych, Zeszyty Naukowe Wyższej Szkoły Bankowej, 25: 41–55.
66.
Phua P., Kennedy R., Trinh G., Page B., Hartnett N. [2020], Examining older consumers’ loyalty towards older brands in grocery retailing, Journal of Retailing and Consumer Services, 52, January, Article 101893, https://doi.org/10.1016/j.jret....
67.
Rogala A., Fojutowski Ł. [2014], Decyzje zakupowe osób starszych – kryteria wyboru i czynniki wpływu, Marketing i Rynek, 4: 130–136.
68.
Roghali A. [2012], Impact of dynamic pricing strategies on consumer behaviour, Journal of Management Research, 4 (4): 143–159.
69.
San Y. W., Yazdanifar R. [2014], How consumer decision making process differ from youngster to older consumer generation, Journal of Research in Marketing, 2 (2): 151–156.
70.
Sobiech A. [2021], Te 30 franczyz najbardziej interesuje Polaków, https://franczyzawpolsce.pl/te... franczyz-najbardziejinteresuje-polakow/ (accessed on 28.03.2021).
71.
Sowa I. [2001], Rola reklamy w kształtowaniu decyzji zakupu różnych grup nabywców, in: Kieżel E. (ed.), Decyzje konsumentów i ich determinant, Wydawnictwo Akademii Ekonomicznej im. Karola Adamieckiego w Katowicach, Katowice.
72.
Sinha P. K., Banerjee A. [2004], Store choice behaviour in an evolving market, International Journal of Retail and Distribution Management, 32 (10): 482–494.
73.
Subramanian K. R. [2017], Product promotion in an era of shrinking attention span, International Journal of Engineering and Management Research, 7 (2): 85–91.
74.
Sudbury-Riley L., Kohlbacher F., Hofmeister A. [2015], Baby boomers of different nations, International Marketing Review, 32 (3): 245–278.
75.
Sullivan M., Adcock D. [2003], Marketing w handlu detalicznym, Oficyna Wydawnicza, Kraków.
76.
Sułkiewicz E. [2007], Wpływ narzędzi marketingowych na konsumenta „trzeciego wieku” w Polsce w świetle badań empirycznych, Studia i Prace Kolegium Zarządzania i Finansów SGH, 78: 156–168.
77.
Sundar A., Noseworthy T. J. [2014], Place the logo high or low? Using conceptual metaphors of power in packaging design, Journal of Marketing, 78 (5): 138–151.
78.
Swimberghe K., Darrat M. A., Beal B. D., Astakhova M. [2018], Examining a psychological sense of brand community in elderly consumers, Journal of Business Research, 82: 171–178.
79.
Szmigin I., Carrigan M. [2001], Introduction to special issue on cognitive age and consumption, Psychology & Marketing, 18 (10): 999–1002.
80.
Sztucki T. [1997], Sztuka pozyskiwania nabywców, Agencja Wydawnicza Placet, Warszawa.
81.
Świtała M. [2011], Zachowania konsumpcyjne ludzi w wieku starszym, Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, Katowice.
82.
Tan J. P. [2019], Perceived value of shopping mall: attractiveness factor of shopper’s experience and a framework to improve them, International Journal of Accounting, 7 (1): 58–71.
83.
Timm P. R. [2001], Seven power strategies for building customer loyalty, Amacom, Toronto.
84.
Tootelian D. H., Varshney S. B. [2010)], The grandparent consumer: A financial “goldmine” with gray hair?, Journal of Consumer Marketing, 27 (1): 57–63.
85.
Vandel K., Cartera Ch. C. [1993], Retail store location and market analysis: a review of the research, Journal of Real Estate Literature, 1 (1): 13–45.
86.
Van Ooijen I., Fransen M. L., Verlegh P. W. J., Smit E. G. [2017], Packaging design as an implicit communicator: effects on product quality inferences in the presence of explicit quality cues, Food Quality and Preference, 62: 71–72.
87.
Veerakumar K. [2017], Consumer behavior and factors influencing purchase decision in durable goods, International Journal of Computational Research & Development, 2 (2): 7–10.
88.
Weiss D., Lang F. R. [2012], “They” are old but “I” feel younger: age-group dissociation as a self-protective strategy in old age, Psychology and Aging, 27 (1): 153–163.
89.
Westberg K., Reid M., Kopanidis F. [2021], Age identity, stereotypes and older consumers’ service experiences, Journal of Services Marketing, 35 (1): 54–64.
90.
Wiktor V., Toppan J. J., Nathana R. J., Fekete F. M. [2018], Factors influencing consumer behavior and prospective purchase decisions in a dynamic pricing environment – an exploratory factor analysis approach, Social Science, 7 (9): 153, http://doi. or/10.3390/socsci7090153.
91.
Wolfe D. B., Snyder R. E. [2003], Ageless marketing: strategies for reaching the hearts and minds of the new consumer majority, Kaplan, Washington.
92.
Yin Y., Pei E., Ranchhod A. [2013], The shopping experience of older supermarket consumers, Journal of Enterprise Information Management, 26 (4): 444–471.
93.
Yoon C., Cole C. A. [2008], Aging and consumer behaviour, in: Haugtvedt C. P., Herr P. M., Kardes F. R. (eds.), Handbook of consumer psychology: 247–270, Taylor & Francis Group/Lawrence Erlbaum Associates.
94.
Zalega T. [2016], Segment osób w wieku 65+ w Polsce, Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego, Warszawa.
95.
Zalega T. [2021], Evolution of consumption behavior of silver singles in Poland, Problemy Zarządzania – Management Issues, 19 (4): 51–80.
96.
Zhang Y. [2015], The impact of brand image on consumer behavior: a literature review, Business and Management, 3 (1): 58–62.
97.
Zimon D., Gawron-Zimon Ł., Szczygieł K. [2014], Wpływ jakości produktów na zachowania konsumentów, Kwartalnik Nauk o Przedsiębiorstwie, 4: 55–61.
| eISSN: | 2300-5238 |
© 2006-2024 Journal hosting platform by Bentus
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
