Remembering less, or needing less? Age-related differences in the purchase funnel

Philip Mecredy (), Malcolm Wright, Pamela Feetham and Philip Stern
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Philip Mecredy: Massey University, Dairy Flat Highway
Pamela Feetham: Massey University
Philip Stern: University of South Australia

Marketing Letters, 2024, vol. 35, issue 2, No 1, 186 pages

Abstract: Abstract This study explores how age influences the stages of the brand purchase funnel (awareness, consideration, and purchase) and the mechanisms associated with any age-related differences. Aggregated analysis of survey data (n = 1862) across five markets and four age groups shows a reduction in the proportion of brands recognised that subsequently enter the consideration and purchase sets of older consumers. Subsequent individual-level GLS regression analysis using age as a continuous variable reveals an inverse-U shape for brand recognition and in some cases for brand recall and consideration. Peak cognitive performance occurs at age 56. There is a linear decline for purchase set size across age. Therefore, age-related differences in brand awareness and consideration, and the mechanisms driving these changes, do not greatly impact age-related increases in loyalty. Instead, findings suggest age-related increases in loyalty result from a combination of accumulated experience, development of purchase habits, and declining category purchase rates.

Keywords: Older consumers; Age; Brand purchase funnel; Brand loyalty (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11002-023-09681-8

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