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 | Inglese |
|---|---|
| Titolo della pubblicazione ospite | Advances in National Brand and Private Label Marketing |
| Editore | Springer |
| Pagine | 83-90 |
| Numero di pagine | 8 |
| ISBN (stampa) | 978-3-030-18910-5 |
| DOI | |
| Stato di pubblicazione | Pubblicato - 2019 |
All Science Journal Classification (ASJC) codes
- Business, Management e Contabilità Generali
- Economia, Econometria e Finanza Generali
Keywords
- Generational Cohort Theory
- Main store choice drivers
- Mixed Methods
- Silver shoppers
- Store Brands