Mobility as an influence on retail patronage behavior of the elderly: Testing conventional wisdom

While the marketplace potential of the elderly segment is tremendous, research with regard to what influences the elderly’s patronage behavior has, to date, been inconclusive. This article attempts to determine the effect lack of transportation mobility has on various patronage behaviors. The research reported here is based on a large national smaple of the elderly and incorporates the factors suggested by previous research. The study shows mobility is not a significant influence on the type of retail store frequented, but can influence switching patronage between stores of a given type. Additionally, it was found that mobility is related to the elderly’s psychographic profiles, convenience needs, and information source usage.