Academy of Marketing Studies Journal Volume 24, Issue 1, 2020 1 1528-2678-24-1-265 CHANGING CONSUMER VALUES AND SHOPPING BEHAVIOUR IN INDIA Devashish Das Gupta, Indian Institute of Management, Lucknow, India Vimal Chandra Verma, BBD University Lucknow, India George W Leeson, Institute of Aging University of Oxford, UK Norbert Meiners, PHWT- Private University of Applied Sciences, Germany ABSTRACT Purpose: The purpose of this paper is to provide information about all the needs of shoppers, categorized by age group, such that, any unsatisfied need of any age group can be met. This paper focuses on the consuming aspects of population ageing. We understand that there could be some factors which provide conflicting recommendations for different age groups, and hence, we aim to provide recommendations that would satisfy the requirements of most of the customers at most times of the day. Methods: The data was collected using structured questionnaire. 200 responses were received out of which 180 were found correct and used for final analysis. An exploratory factor analysis was applied for initial grouping of the factors followed by cluster analysis. Results: After analysis the exploratory factor analysis four factors were identified – perception, comfort, price and quality and customer service.The authors reached to the conclusion by discussing the results and suggest recommendations/ limitations and further research orientations. Originality/value: The findings of this research study would help the retail marketers in deciding on the offering as per different age groups and with their relative importance for different factors. Keywords: Population Ageing, Senior Citizens, Shopping Behaviour, Aged Consumers, Organised Retail, Cluster Analysis. INTRODUCTION The organized retail sector is booming in India, and has been termed as one of the sunrise industries of the country. Since organized retail is a fast growing industry, many companies are trying to jump onto the retail bandwagon and take advantage of the opportunity (Joseph, 2019; Mittal & Jhamb, 2016; Jhamb & Kiran, 2012). For doing so, they are trying to be everything to everybody. This policy may provide satisfactory results in the present scenario, however, in the very near future, with the industry maturing; the companies would be forced to provide differentiation. Already, the companies differentiate on the basis of income, with some catering to the masses and some to only the classes. Another important factor on which differentiated service needs to be provided is age. Age is the driving factor for not only different products but also for different services (Shore et al., 2018; Meiners, 2016; Meiners, 2014). That is, the entire shopping experience is different for a young person as opposed to that for a senior citizen (Abdel‐Ghany & Sharpe, 1997). And if the malls do not provide appropriate services to these age groups; they are bound to lose out on one or the other target group. A mall provides a shopping experience, as opposed to a product or service that satisfies a need. Hence, while a product needs