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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

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	Anno pubblicazione
	
			2019
		
	Lingua del contenuto
	
			Inglese
		
	Titolo del volume
	
			Advances in National Brand and Private Label Marketing
		
	ISBN del volume
	
			978-3-030-18910-5
		
	Editore
	
			Springer
		
	DOI del contributo
	
			https://dx.doi.org/https://doi.org/10.1007/978-3-030-18911-2_11
		
	URL alternativo
	
			https://link.springer.com/chapter/10.1007/978-3-030-18911-2_11
		
	Citazione
	
			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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			In libro con curatela: Capitolo o saggio; Prefazione/Postfazione; Breve introduzione; Schede di catalogo, repertorio o corpus

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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/145070

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