Identifying Determinants Of Stock Type Choice Of The Mature Consumer

Abstract

The mature consumer represents a market segment of great potential. Past research on their patronage behavior focused on the choice among competing retailers of the same type. The research reported here assesses the criteria they employ to make store type choice decisions across different types of retailers for wearing apparel. The findings indicate mature consumers utilize very different criteria when shopping at specialty, department; discount, and in-home for apparel and could not be segmented on age which calls into question previous research which arbitrarily segmented on age.