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 languageEnglish
Title of host publicationAdvances in National Brand and Private Label Marketing
EditorsJuan Carlos Gàzquez-Abad, Anne Roggeveen Francisco J. Martinez-Lòpez
Number of pages8
Publication statusPublished - 2019


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


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