Brand Switching in POP in International Super Markets Chains A Study of Elderly Responses to Sales Promotional Offers in UAE

(Adel Mohammed bedridden)

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Abstract

Elders in any society have unique characteristics. After the eighties of the twentieth century, this group witnessed worldwide growing attention. This group represents a limited percentage of the Emirates population but acquire purchase capabilities. In the light of literature review, the research seeks to answer a group of research questions related to elderly responses to promotional special offers in the international supermarkets (brand switching). The researcher formulated one assumption that “There is no significant differences between effects of promotion on elder customers in POP in international supermarkets to switch from brand name to other according to their attribute”. The study used a sample from the population (400 people). Primary data was collected using survey method to gather the information from the customers by questionnaire, analyzed data by using statistical tests. The results indicated that gender, age group, and social status had no effect on consumer behavior while the level of education, usual purchasing, and nationality are affecting brand switching of the elderly. Key Words: Age groups, Consumers choices, Purchase capabilities.
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