Silver Shoppers’ Attitude Towards Store Brands: Will-They-Won’t-They?

Edoardo Fornari (), Francesca Negri (), Sebastiano Grandi () and Daniele Fornari ()
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Edoardo Fornari: Catholic University of the Sacred Hearth
Francesca Negri: Catholic University of the Sacred Hearth
Sebastiano Grandi: Catholic University of the Sacred Hearth
Daniele Fornari: Catholic University of the Sacred Hearth

A chapter in Advances in National Brand and Private Label Marketing, 2019, pp 83-90 from Springer

Abstract: 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 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-18911-2_11

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

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