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

Fornari, E., Negri, F., Grandi, S., Fornari, D., Silver shoppers' attitude towards store brands: Will-They-Won't-They?, in Francisco J. Martinez-Lòpez, J. C. G. A. R. (ed.), Advances in National Brand and Private Label Marketing, Springer, Cham 2019: 83- 90. https://doi.org/10.1007/978-3-030-18911-2_11 [http://hdl.handle.net/10807/145070]

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

Fornari, Edoardo
Primo
Writing – Original Draft Preparation
;
Negri, Francesca
Secondo
Writing – Original Draft Preparation
;
Grandi, Sebastiano
Penultimo
Writing – Original Draft Preparation
;
Fornari, Daniele
Ultimo
Writing – Original Draft Preparation
2019

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
Inglese
Advances in National Brand and Private Label Marketing
978-3-030-18910-5
Springer
Fornari, E., Negri, F., Grandi, S., Fornari, D., Silver shoppers' attitude towards store brands: Will-They-Won't-They?, in Francisco J. Martinez-Lòpez, J. C. G. A. R. (ed.), Advances in National Brand and Private Label Marketing, Springer, Cham 2019: 83- 90. https://doi.org/10.1007/978-3-030-18911-2_11 [http://hdl.handle.net/10807/145070]
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