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

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Advances in National Brand and Private Label Marketing (NB&PL 2019)

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

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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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Notes

  1. 1.

    Source: Istat, Italian Institute of Statistics, www.istat.it.

  2. 2.

    Source: IRI, www.iriworldwide.com.

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Authors and Affiliations

  1. Catholic University of the Sacred Hearth, Piacenza, Italy

    Edoardo Fornari, Francesca Negri, Sebastiano Grandi & Daniele Fornari

Authors
  1. Edoardo Fornari
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  2. Francesca Negri
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  3. Sebastiano Grandi
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  4. Daniele Fornari
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Corresponding author

Correspondence to Edoardo Fornari .

Editor information

Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  3. Marketing Division, Babson College, Babson Park , MA, USA

    Anne Roggeveen

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Fornari, E., Negri, F., Grandi, S., Fornari, D. (2019). Silver Shoppers’ Attitude Towards Store Brands: Will-They-Won’t-They?. In: Martínez-López, F., Gázquez-Abad, J., Roggeveen, A. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-18911-2_11

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