TY - CHAP
T1 - Silver shoppers' attitude towards store brands: Will-They-Won't-They?
AU - Fornari, Edoardo
AU - Negri, Francesca
AU - Grandi, Sebastiano
AU - Fornari, Daniele
PY - 2019
Y1 - 2019
N2 - Silver shoppers represent a growing share in Western populations with many important consequences on welfare as well as on marketing policies. The present work aims at a fresh perspective on the over-65 cohort grocery shopping behavior by examining its drivers of main store choice and its attitude towards Store Brands (SBs). By means of a field survey on 420 Italian shoppers, we found that, unlike millennials, seniors prefer proximity stores with parking facilities and good store staff assistance; they do not appreciate SBs at all, so that their Store Loyalty is only partially influenced by the same. Results carry several implications for both academics and practitioners
AB - Silver shoppers represent a growing share in Western populations with many important consequences on welfare as well as on marketing policies. The present work aims at a fresh perspective on the over-65 cohort grocery shopping behavior by examining its drivers of main store choice and its attitude towards Store Brands (SBs). By means of a field survey on 420 Italian shoppers, we found that, unlike millennials, seniors prefer proximity stores with parking facilities and good store staff assistance; they do not appreciate SBs at all, so that their Store Loyalty is only partially influenced by the same. Results carry several implications for both academics and practitioners
KW - Silver shoppers, Generational Cohort Theory, Main store choice drivers, Store Brands, Mixed Methods
KW - Silver shoppers, Generational Cohort Theory, Main store choice drivers, Store Brands, Mixed Methods
UR - http://hdl.handle.net/10807/145070
UR - https://link.springer.com/chapter/10.1007/978-3-030-18911-2_11
U2 - https://doi.org/10.1007/978-3-030-18911-2_11
DO - https://doi.org/10.1007/978-3-030-18911-2_11
M3 - Chapter
SN - 978-3-030-18910-5
SP - 83
EP - 90
BT - Advances in National Brand and Private Label Marketing
A2 - Francisco J. Martinez-Lòpez, Juan Carlos Gàzquez-Abad, Anne Roggeveen
ER -