The effect of ageing on consumers' preference for particular atmospheric elements

old consumers are the only age group that is actually growing. They present a significant opportunity for retailers to direct more of their efforts at satisfying the needs. Some of the features which are targeted for the elderly include wider checkout lanes, larger signage and clearer price tags, call buttons around the stores, etc. Those elements form the part of the store atmosphere that suits the elderly market and draws older consumers toward purchase. The purpose of this paper is to find out whether retailers have provided an effective response to the aging consumer market by constituting an appropriate retail stores atmosphere and manipulating the elements such as colour, lighting, signage, etc. It has been explored in a study on the sample of Croatian consumers in order to understand what atmospheric cues some ageing groups of consumers consider important for purchasing fast moving consumer goods, with particular attention on the elderly consumers.