Oeser, Gerald; Aygün, Tanju; Balan, Claudia-Livia; … - In: International Journal of Retail & Distribution Management 47 (2019) 2, pp. 129-156
Purpose: Elder German grocery shoppers are a growing, heterogeneous, and highly relevant and attractive, but under-researched market segment. In order to understand them and their grocery shopping motivations better and target them efficiently and effectively, the purpose of this paper is to...