Investigating the Perceived Risk of the Elderly Consumer

  • James R. Lumpkin
  • Mark G. Dunn
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The present study examines the perceived risk of elderly consumers. The study’s purpose was to provide insight into the differences which exist between elderly consumers and other consumers in three areas: the perceived risk associated with purchasing products, the perceived risk attributed to a full range of retail patronage modes, and the risk reduction strategies employed. The findings support the notion that elderly consumers have different perceived risk profiles when selecting products and in choosing retail patronage modes. Elderly consumers also appear to place differing levels of importance on alternative risk reducing tactics.

Keywords

Risk Reduction Strategy Risk Dimension Risk Reduction Measure Multiple Discriminant Analysis Elderly Consumer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • James R. Lumpkin
    • 1
  • Mark G. Dunn
    • 2
  1. 1.University of MississippiBlackburgUSA
  2. 2.Baylor UniversityBlackburgUSA

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