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The University of Southampton
Winchester School of Art

Staff Seminar Series - Yuanyuan Yin Seminar

16:00 - 17:30
29 January 2014
MA Common Room (room 3032), Level 2, Eastside Building

For more information regarding this seminar, please email Dr Victoria Walters at .

Event details

Inclusive Supermarket Design for Improving Elderly Consumers' Shopping Experience

In this talk, Yuanyuan Yin will give a presentation on her supermarket research project (see brief below):

Project Brief

The population of the world is ageing. It has been forecasted that, by 2050, the number of people classified as old in the world could rise over 2 billion. Researchers have noted that ageing encompasses social, biological and psychological changes with elderly people having different requirements when shopping, compared to young adults. Numerous studies have identified characteristics of elderly consumers that differentiate them from their younger counterparts, such as decreased price sensitivity, preferences for quality products, a tendency to make joint buying decisions and greater levels of store loyalty. These factors play a significant role on elderly consumer's shopping experience and satisfaction. Thus, a better understanding of consumer behaviour within and between age cohorts can support retailers in improving their service in particular for the ageing group. Therefore, this project aims to investigate challenges and difficulties that elderly consumers currently face during their supermarket shopping process, and in turn to understand the way in which supermarket service and environment design can improve elderly consumers’ shopping experience.

Please note that this talk will begin promptly at 4pm and end at 5.30pm.

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