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

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • 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)

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.

Suggested Citation

  • Edoardo Fornari & Francesca Negri & Sebastiano Grandi & Daniele Fornari, 2019. "Silver Shoppers’ Attitude Towards Store Brands: Will-They-Won’t-They?," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Anne Roggeveen (ed.), Advances in National Brand and Private Label Marketing, pages 83-90, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-18911-2_11
    DOI: 10.1007/978-3-030-18911-2_11
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