This paper discusses and evaluates the impact of cognitive (or self-perceived) age on grocery store patronage by elderly shoppers. Cognitive age is seen to be a more accurate reflection of changes related to age and aging than chronological age. Based on self-concept theory, the authors propose that cognitive age moderates the effects of perceptions of store attributes on satisfaction with a store. The hypotheses tests used a sample of 404 supermarket patrons aged 60 and above. The latent construct, cognitive age, was operationalised by six items: feel, look, do, interest, health and think age. The cognitive ages of our respondents proved to be significantly lower than their chronological ages. To evaluate the moderating effects, we applied the product indicator approach using variance-based structural equation modelling.The results show that the impacts of product range, manoeuvrability and atmosphere within the store on satisfaction become significantly stronger with increasing cognitive age. We conclude that cognitive age dimensions influence perceptions and, subsequently, behaviour related to store patronage and thus contribute to the understanding of the growing segment of elderly shoppers. Summary statement of contribution:The contribution of this paper is to provide a theoretical rationale and empirical evidence for considering cognitive age as a substantial influencer and predictor of store patronage by elderly shoppers. Thus, we call for a stronger consideration of self-perceived age dimensions, along with chronological age, in research and marketing related to older consumer cohorts.

This article investigates grocery store format patronage behaviour of elderly shoppers. The aim is to identify specific antecedents of this consumer group and investigate heterogeneity between segments in terms of their patronage behaviour. Based on a literature review we set up a conceptual model that proposes effects between the perception of store attributes, satisfaction, patronage intention and the share of visits. We test the model using a survey of more than 400 supermarket patrons aged 60 and over who live in a highly concentrated urban retail environment. Variance based structural equation modelling reveals that the product range and the price-value ratio have the most considerable impact on patronage behaviour of supermarkets. Nevertheless, response based segmentation identifies unobserved heterogeneity in the overall modelling results. Unlike demographic characteristics of the respondents the variables 'availability of a car' and 'problems in walking longer distances' explain the heterogeneity of the results between segments where significantly different impacts of accessibility and price-value ratio on patronage behaviour can be identified.

PurposeUnethically behaving customers deviating from morally acceptable norms have posed an additional challenge to retailers, frontline employees (FLEs) and other customers in recent crisis-dominant environments. While research concerning customer behaviour ethicality focusses on purchasing modes and consumption behaviour, unethicality in all its facets receives limited attention, leaving dimensions of unethical customer behaviour (UCB) and effective managerial strategies unexplored. The purpose of this paper is to describe dimensions of UCB, investigate its causes, explore its consequences for customers and FLEs and infer practical implications for retail management by collecting customers' and FLEs' views in collaboration of each other.Design/methodology/approachDue to the explorative nature of this research, qualitative semi-structured interviews with 45 customers and 51 FLEs were conducted, following a content analytical approach and the establishment of inter-rater reliability coefficients.FindingsThe findings reveal multiple UCB dimensions operating on situational and individual behavioural levels, targeting mainly employees, followed by customers. The reasons for UCB arising correspond to customers' attitudes, social influences and egoistic motives. UCB imposes risks of financial losses for retailers, due to the wasting of resources as a consequence of employees' stress and emotional exhaustion, demanding managerial boundary-spanning activities. Further, it negatively impacts customers' shopping behaviours, provoking online shopping and shopping avoidance.Originality/valueThe study fills the research gap regarding perceived unethicality of customer behaviour by describing and explaining differing forms of UCB, considering customers' and FLEs' views in retail stores. It develops a UCB framework, identifies UCB dimensions beyond current academic research and derives specific practical implications to make the phenomenon manageable for retailers. The originality of this paper lies in the synthesis of the three UCB dimensions, consisting of antecedents, forms of UCB and consequences for customers and FLEs.

No abstract

No abstract