Value Different Values Systems of Seniors

A salesperson is more likely to persuade a shopper to spend money after the two finish eating the same sugary food together or come from the same hometown. It’s because these are signals to the shopper that the salesperson shares their values system.
     But in the world of retailing, you rarely have dessert with a prospect or discuss origins. You’ll want to find other ways to portray to shoppers that you at least understand, even if not share, their values system. Studies at Massey University and Federal University of Paraiba point to a difficulty when the shoppers are elderly: Their values are likely to be somewhat different than in the younger salesperson providing service.
     Older consumers place relatively higher importance on self-direction, tradition, security, and benevolence. They prize independent thought and action, respect long-standing customs, seek safety and stability, and welcome opportunities to attend to the welfare of others similar to them. Compared to salespeople, who are usually younger than them, the elderly place less importance on accumulating power or demonstrating expertise.
     The seniors were also more alike in these respects than were their younger counterparts. Although culture always has some influence over values systems, the research found high similarities among the elderly adults across the twenty nations reflecting a diversity of cultural milieus in which assessments were done.
     Still, not all of your elderly shoppers will share an identical system of values, regardless of the culture in which you do business. People of any age have individual differences. The diversity of experiences we each have as we grow in the culture will shape our worldview and our priorities. Use the research findings about the values of the aged as a starting point Then determine the prevailing values of your individual shopper. One way is to ask the shopper their reasons for selecting certain items over others.
     It’s best not to ask the questions in a “Why?” format. Many consumer decisions are made intuitively or based on emotion. My experience is that when asked, “Why did you make that choice?,” many consumers become defensive, as if they conclude you are ridiculing their judgment. You’ll get better results and avoid jeopardizing the sale if you use a phrasing that assumes the shopper is making a justified decision: “What is important to you when choosing a product like this?” or “In what ways do you find this one to be better than the other possibilities?”

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