Devashish Das Gupta, Indian Institute of Management, Lucknow, Uttrapradesh, India

The world is undergoing a demographic transition. The 60+ age group would constitute 16% of the world population by the year 2050 as against 5% in 1970. Thepopulations of all the countries are growing older as longevity increases. This transition has far-reaching implications, for public policy, marketing and health care. It is doubtful whether, most marketers have adopted the concept of the older consumer. Plausibly, the number of older consumers and their composition in the total population has not been substantial enough to merit their attention. It follows that marketers lack the experience of targeting the older consumer. Thispaper exhaustively reviews available work onsenior citizens both in terms of their profile and shopping pattern. It ends by discussing scope for further research in this important area.

Keywords: senior citizens, shopping behavior, segmenting older consumers, store choice and instore behavior

Suggested citation: Gupta, D. D.(2016). Antecedents of retail shopping behavior of senior citizens – a literature review and scope for further research. Skyline Business Journal, Volime 12,  No 1,pp 11 -27.

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Gupta, D. D.(2016). Antecedents of retail shopping behavior of senior citizens – a literature review and scope for further research. Skyline Business Journal, Volime 12,  No 1,pp 11 -27.