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This book examines elderly consumers' marketplace preferences and satisfaction, and compares them to the perception of these variables by retail sales personnel. Focus group interviews were conducted with elderly consumers and retail sales personnel to aid in the development of a mail survey administered to both groups. This study provides a new perspective on elderly consumers by revealing the importance of studying them together with retail sales personnel, rather than simply focusing on these two groups separately. To examine the role that attitudes play in the retail sales encounter between sales people and elderly consumers, the theory of person perception was used as the theoretical framework. Categories analyzed included service hospitality, personnel characteristics, price, layout accessibility, andclothing availability/merchandise pricing.
This study found significant variation in sales personnel's perceptions of elderly consumers' preferences. Furthermore, in accordance with person perception theory, the results indicate that elderly consumers view older sales personnel more positively than younger ones.