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

Edoardo Fornari; Francesca Negri; Sebastiano Grandi; Daniele Fornari

doi: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

^*Autore corrispondente per questo lavoro

Risultato della ricerca: Contributo in libro › 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

Lingua originale	English
Titolo della pubblicazione ospite	Advances in National Brand and Private Label Marketing
Editor	Juan Carlos Gàzquez-Abad, Anne Roggeveen Francisco J. Martinez-Lòpez
Pagine	83-90
Numero di pagine	8
DOI	https://doi.org/10.1007/978-3-030-18911-2_11
Stato di pubblicazione	Pubblicato - 2019

Keywords

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

Accesso al documento

10.1007/978-3-030-18911-2_11

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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 = "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}",