Consumer Behavior Research Report:

 US demographics Changing- rural to urban society, Population with more of young and old
population but less middle aged population- affecting the consumer behavior greatly.
 Purchasing power of aged population-comprising of a huge part of population ignored by most
decision makers…no substantial efforts were made to understand the needs and wants of this
class
 Primary level research has been on 65+ age people- focus was on the type and size of goods
produced-not on the process of shopping behavior itself
 Objective of research:
o Consumer profile of low income senior citizen-preferred for shopping, they shop alone
or with relatives, and the extent of in-home shopping
o Sources of information before buying products
o Distance travelled to purchase
 Products considered

-
 Methodology-
 No preference for shopping days for particular products…. Exception-1. Food (44% Friday; 18%
Saturday) Friday also preferred for purchase of medical (17.1%) and personal care(13.7%)
products
 Results on mode of travel for shopping-

 Results on Shopping done by other than respondents –

o 88% did all their shopping themselves
o Except 1, everyone did their automobile maintenance themselves (80% of respondents
were female and 65+ age)
o 4 respondents said that 75% of their shopping for food was done by others
o 5 respondents said that 75% of their shopping for medical and personal care was done
by others
 Results on In-home shopping-
o 21% did in-house shopping
 Results on information sources relied upon for shopping-
o For everything except food and beverages-physical search was preferred
o Contrast-foods and beverages- 75% relied on newspapers
o Numbers-

o Search options- limited unlike general public who have a lot of comparing options
o Importance of word of mouth- very less
 Result on distance travelled-
o Generally, walking distance is preferred- < 1 mile
o For food, home furnishing, automobile- lot of people are willing to go long distances-
possible reason- shopping may be a social activity to pass tine
o Central business districts are preferred even if it is far- patterns of shopping established
in earlier life persists
 Conclusions-
o Limited in-home purchases
o Personal obs. – primary source of info
o Age old buyer are well informed
o Shopping is a leisure activity
o Day shopping instead of night shopping

Final Remarks-