Silver shoppers' attitude towards store brands: Will-They-Won't-They?

Edoardo Fornari; Francesca Negri; Sebastiano Grandi; Daniele Fornari

doi:https://doi.org/10.1007/978-3-030-18911-2_11

Silver shoppers' attitude towards store brands: Will-They-Won't-They?

Edoardo Fornari, Francesca Negri, Sebastiano Grandi, Daniele Fornari

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

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

Original language	English
Title of host publication	Advances in National Brand and Private Label Marketing
Editors	Juan Carlos Gàzquez-Abad, Anne Roggeveen Francisco J. Martinez-Lòpez
Pages	83-90
Number of pages	8
DOIs	https://doi.org/10.1007/978-3-030-18911-2_11
Publication status	Published - 2019

Keywords

Silver shoppers, Generational Cohort Theory, Main store choice drivers, Store Brands, Mixed Methods

Access to Document

https://doi.org/10.1007/978-3-030-18911-2_11

Cite this

@inbook{6d74a55185fe4b79aa455f2bf9dd3ce3,

title = "Silver shoppers' attitude towards store brands: Will-They-Won't-They?",

abstract = "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",

keywords = "Silver shoppers, Generational Cohort Theory, Main store choice drivers, Store Brands, Mixed Methods, Silver shoppers, Generational Cohort Theory, Main store choice drivers, Store Brands, Mixed Methods",

author = "Edoardo Fornari and Francesca Negri and Sebastiano Grandi and Daniele Fornari",

year = "2019",

doi = "https://doi.org/10.1007/978-3-030-18911-2_11",

language = "English",

isbn = "978-3-030-18910-5",

pages = "83--90",

editor = "{Francisco J. Martinez-L{\`o}pez}, {Juan Carlos G{\`a}zquez-Abad, Anne Roggeveen}",