Influence of Marketing Instruments on the Shopping Behaviour of Senior Citizens in the Usti Region

The article analyses changes of shopping behaviour of senior citizens over 60 years from the Usti Region which make up in this area about 23 % of population. 418 respondents took part in the research. They arranged in the order of importance marketing instruments that influence them by their shopping goods of daily use: price, quality, range of products, accessibility of shop, loyalty cards, possibilities of parking, advertising and special offers. In the research it took age, social position and sex of senior citizens into consideration. The results showed that with growing age it changes the shopping decision making of senior citizens. The price of goods of daily use has deciding influence for more than half of respondents, its importance increases with the age of senior citizens together. On the contrary requirements for quality decrease with the growing age. Primarily younger segments prefer in fact quality to low price. Similarly it is in case of influence of range of goods. During the shopping decision making not even different forms of promotion are the major impulse, it influences working senior citizens the least. The segment of older customers is impossible to consider a homogenous group - it is actually about supersegment.