Zachowania konsumentów 60+ na trójmiejskim rynku luksusowych produktów spożywczych
Behaviours of Consumers Aged 60+ in the Tricity Market for Luxurious Food Products

Summary/Abstract: Recently, there has been observed an intensive development of the market for luxurious goods, which offers the consumer a bigger and bigger assortment of products and wider and wider accessibility thereof. An aim of the carried out research was to learn the elder people’s behaviours in the market for luxurious food products. The research was carried out by the method of direct survey. In the questionnaire, there was applied the cafeteria-style checklist of single and multiple choice. The findings were presented as a percentage of responses. The survey covered the group of 280 dwellers of Tricity aged 60+, of whom 130 individuals were participants of classes at the Elder People’s Activity Centre in Gdynia and the Gdansk Third Age University. The survey was conducted in March and April 2014. It was stated that elder consumers used to buy luxurious food products. The most often consumed include cured meat products, cheeses and coffee, while the most seldom – seafood. The incentives to buy such products are their high quality and positive influence on health, while the barriers – high price and low accessibility. For elder people important are recommendations made by their acquaintances as well as promotion of luxurious products and dishes by way of culinary TV programmes. The main places for luxurious food products shopping are up-market delicatessen and supermarkets. The survey showed that elder people readily reach for the top-shelf products; hence they constitute an important segment in such market development. This is an important signal addressed to the business practice, representatives of distribution channels, and traders. This market segment should be treated as attractive for which it is worthwhile to prepare an adequate offer, communication channels and proper incentives. The article is of the research nature.

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