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Examining older consumers’ loyalty towards older brands in grocery retailing

Author

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  • Phua, Peilin
  • Kennedy, Rachel
  • Trinh, Giang
  • Page, Bill
  • Hartnett, Nicole

Abstract

This paper compares the buying behaviours of older and younger consumers of older and newer brands in grocery retailing. We analysed 88,000 purchases of 60 brands from six categories. Behavioural loyalty measures for different consumer age cohorts were calculated and compared relative to each brand's launch date. Results showed older consumers do not buy older brands more often than newer brands. Older consumers also do not principally buy older brands. Therefore, brands of all ages compete for consumers of all ages. Findings indicate that for newer brands, older consumers should not be ignored as a market for growing the brand. For older brands, despite the default advantage of long-term exposure of older consumers, such advantage will fade if these brands fail to maintain a competitive presence in the market, as older consumers trial and become loyal to newer brands.

Suggested Citation

  • Phua, Peilin & Kennedy, Rachel & Trinh, Giang & Page, Bill & Hartnett, Nicole, 2020. "Examining older consumers’ loyalty towards older brands in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919301262
    DOI: 10.1016/j.jretconser.2019.101893
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    1. Peluso, Alessandro M. & Pichierri, Marco & Pino, Giovanni, 2021. "Age-related effects on environmentally sustainable purchases at the time of COVID-19: Evidence from Italy," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Tarek Ben Hassen & Hamid El Bilali & Mohammad S. Allahyari & Sinisa Berjan & Darjan Karabašević & Adriana Radosavac & Goran Dašić & Ružica Đervida, 2021. "Preparing for the Worst? Household Food Stockpiling during the Second Wave of COVID-19 in Serbia," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    3. Hoskins, Jake D., 2020. "The evolving role of hit and niche products in brick-and-mortar retail category assortment planning: A large-scale empirical investigation of U.S. consumer packaged goods," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Otterbring, Tobias, 2021. "Peer presence promotes popular choices: A “Spicy†field study on social influence and brand choice," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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