PANDEMICKÉ NAKUPOVANIE: PRÍKLAD SLOVENSKEJ A SRBSKEJ STRIEBORNEJ GENERÁCIE
PANDEMIC PURCHASING: AN EXAMPLE ON SILVER GENERATION IN THE SLOVAK AND SERBIA REPUBLIC

Author(s): Miroslava Trembošová, Martin Šramka
Subject(s): Behaviorism, Health and medicine and law, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: pandemic purchasing; silver generation; senior community; shopping behavior; Slovakian and Serbian consumers;
Summary/Abstract: Current COVID-19 pandemic has not only caused global concerns about individuals' health problems, but it has also triggered a change in consumer behavior. Even if only time will tell whether these changes will be temporary or permanent, we can begin to observe the change in how the pandemic affects demographic shopping behavior. Many studies confirm that the silver generation is not a homogeneous group and is most affected by the pandemic. The aim of the paper is to examine the consumer habits and patterns of seniors when buying food during the pandemic in 2021 in Nitra city (Slovakia) and Báčsky Petrovec (Srbsko). The segmentation factor is their age. The results of earlier surveys from 2020 confirmed that the seniors aged 50-64 are a heterogeneous group with higher variability of responses. Due to the greater isolation and greater restriction of movement, people aged 65 and over were less variable in their responses to food purchases. The purpose of this study is to broaden the knowledge base about the attitudes and buying behavior of the silver generation during the pandemic by comparison from two European countries, evaluated by Pearson contingency coefficient. The results of the research confirmed the assumption of segmentation of seniors by age. Younger seniors showed greater variability in responses than the group of older seniors. All Slovak senior respondents reported a change in food purchases during the pandemic (100%), but in Serbia 6% did not change their purchasing practices during the pandemic.

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