Research Projects

he population of the world is ageing. It has been forecasted that, by 2050, the number of people classified as old in the world could rise over 2 billion. As one of the largest ageing communities in the world, China will have over 440 million people aged over 60 at the same time and 34% of the UK population will be aged over 60 in 2050 (World Population Ageing Report, 2009). This research program aimed to investigate shopping challenges and difficulties that elderly consumer face at a supermarket environment so as to understand the way in which supermarket retailers can improve their service for the elderly consumers.  

There are two research projects: