A generational comparison of mall-visiting behaviors in Arkad Budapest: Understanding senior consumers

Abstract

The market situation of European shopping centres has been significantly changed compared to previous decades for a number of reasons. Among other reasons, it is important to underline the ageing European population. Furthermore, the ratio of elderly is projected to increase further in Hungary. These demographic processes lead to wide range of socio-economic impacts on the country. One of the consequences that senior customers are becoming increasingly important target group for shopping centres nowadays. They have already had a considerable purchasing power in Budapest. Meanwhile, shopping centres in the capital city are still focusing on young generations. For this very reason, researches required to get a better insight into the behaviors of senior customers. This paper aims to explore differences and similarities in shopping behaviors between different age groups of customers in the case of Arkad Budapest. The author gathered published official statistical information from the website of Hungarian Central Statistical Office (HCSO) and analyzed the current demographical situation in Budapest. The analysis of mall-visiting behaviors is based on questionnaire which contains responses of 156 purchasers. Descriptive statistical methods were implemented by the author. Expected research findings are support to increase our knowledge about mall-visiting behaviours of senior customers in Budapest.