Changes in consumer behaviour in the 50+ age group - results of an in-depth interview research

Abstract

THE AIMS OF THE PAPER

Our research aims to learn about changes in consumption and shopping behaviours resulting from increasing age and life-course changes and to assess their subjective perception, especially concerning the elderly.

METHODOLOGY

In our exploratory research, we asked ageing consumers (over the age of 50) in the form of in-depth interviews about the turning points they experienced and expected later in their lives, about the outstanding events related to their age, and their relationship to their current age. Within the life-course history, we examined the - subjectively perceived - changes in consumer behaviour along with the 5 turning points they considered to be the most important.

MOST IMPORTANT RESULTS

Based on the results of the in-depth interviews, the interviewees recalled the turning points of their lives (schools/work/family/health) mainly categorized, adjusting them to the chronological order. They could not always link a specific chronological age to life events, but typically illustrated the timing of shifts in age ranges. On average, 8 turning points were mentioned, but 5 highlighted life events were most often reported and the number was strongly influenced by what a person considers as a turning point in his or her life. These changes were difficult to link to changes in the consumption - product groups were mentioned in general terms and product groups that had started to be bought were typically remembered as opposed to the abandoned products.

RECOMMENDATIONS

As the focus on life-course changes left little space in the memory of respondents to perceive their consumer behaviour, it is more appropriate to approach the direction of purchases by analyzing the time differences of consumer baskets and then linking turning points or life stages to them.