Assessing the patronage behaviour of the retired male: a comparison with chronological age

Abstract

Although age 65 has traditionally been used to delineate the onset of old age, there are serious problems with the ability of chronological age to predict retail-related behaviour. Retirement is suggested as an alternative indicator that not only offers reliability but also provides theoretical support. A survey was mailed to 1,000 males asking a number of patronage-related questions identified in the retail literature. Analysis of covariance allowed comparison of the predictive capability of retirement versus chronological age, controlling for income, marital status, and health. The results suggest that retirement is a better predictor in respect to a number of patronage behaviours. Managerial implications are discussed.

Keywords:

• Shopping behaviour
• retirement
• males
• age