Acceptance of new products and brands by older consumers

Roland Helm () and Sebastian Landschulze
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Roland Helm: School of Economics and Business Administration, Friedrich-Schiller-University Jena

No 07/2010, Jena Research Papers in Business and Economics - Working and Discussion Papers (Expired!) from Friedrich Schiller University Jena, School of Economics and Business Administration

Abstract: Marketing lacks comprehension on the increasingly important segment of mature consumers in regards of their behaviors and respective reasons for certain behaviors. This study on the desire for alternative products or brands within the domain of fast moving consumer goods was capable to verify significant differences among age-groups. While the keenness for cross-buying increases with age, the desire for switching to other familiar brands than the one usually purchased, and the desire for switching to new brand alternatives is decreasing with age indicating age-patterns in product category-specific innovativeness and variety seeking. The study also considered a wide range of behavioral determinants such as product satisfaction, product involvement, category experience, perceived purchase risk etc. mediating the effect of age on these desires giving a fairly good picture on the causes for the age group differences unveiled. Furthermore, the issue of age potentially operating as a moderating variable on the effects of the behavioral determinants on the desires for product and brand alternatives found consideration in this study but was proven to be of marginal relevance.

Keywords: Optimal stimulation theory; Consumer behaviour; Exploratory behaviour; Adoption; New Products; Older consumers; Age effects (search for similar items in EconPapers)
Date: 2010-06-14
New Economics Papers: this item is included in nep-age
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Persistent link: https://EconPapers.repec.org/RePEc:jen:jenjbe:2010-07

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