Silver Shoppers’ Attitude Towards Store Brands: Will-They-Won’t-They?
2019
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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