The Effect of Retirement Versus Age on the Shopping Orientations of the Older Consumer

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Abstract
Research on the marketplace behavior of older consumers has employed the usual retirement age of 65 to classify persons as “older.” Using a national probability sample, this study investigates the validity of that classification as well as the effect of retirement on the marketplace behavior of older consumers. The findings indicate that age rather than retirement is a key factor in the shopping behavior of the elderly. Differences between the elderly and younger consumers are developed and suggestions for further research provided.

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