[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v52y2020ics0969698919301262.html
   My bibliography  Save this article

Examining older consumers’ loyalty towards older brands in grocery retailing

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698919301262
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2019.101893?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gilles Laurent & Raphaelle Lambert-Pandraud & Eric Lapersonne, 2005. "Repeat Purchasing of New Automobiles by Older Consumers: Empirical Evidence and Interpretations," Post-Print hal-00458431, HAL.
    2. Holbrook, Morris B & Schindler, Robert M, 1989. "Some Exploratory Findings on the Development of Musical Tastes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 119-124, June.
    3. Herbert A. Simon, 1955. "A Behavioral Model of Rational Choice," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 69(1), pages 99-118.
    4. Gilles Laurent & Raphaelle Lambert-Pandraud, 2010. "Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness," Post-Print hal-00528378, HAL.
    5. Bart J. Bronnenberg & Sanjay K. Dhar & Jean-Pierre H. Dubé, 2009. "Brand History, Geography, and the Persistence of Brand Shares," Journal of Political Economy, University of Chicago Press, vol. 117(1), pages 87-115, February.
    6. Zachary Anesbury & Maxwell Winchester & Rachel Kennedy, 2017. "Brand user profiles seldom change and seldom differ," Marketing Letters, Springer, vol. 28(4), pages 523-535, December.
    7. Harris, Patricia & Dall’Olmo Riley, Francesca & Hand, Chris, 2018. "Understanding multichannel shopper journey configuration: An application of goal theory," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 108-117.
    8. Gilles Laurent & Raphaelle Lambert-Pandraud, 2010. "Impact of Age on Brand Choice," Post-Print hal-00570098, HAL.
    9. A. S. C. Ehrenberg & J. A. Bound, 1993. "Predictability and Prediction," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 156(2), pages 167-194, March.
    10. Cole, Catherine A & Balasubramanian, Siva K, 1993. "Age Differences in Consumers' Search for Information: Public Policy Implications," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 157-169, June.
    11. Sirieix, Lucie & Remaud, Hervé & Lockshin, Larry & Thach, Liz & Lease, Terry, 2011. "Determinants of restaurant's owners/managers selection of wines to be offered on the wine list," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 500-508.
    12. Kennedy, Rachel & Hartnett, Nicole, 2018. "Marketing is scrambled: All evidence-based theorists are invited to breakfast," Australasian marketing journal, Elsevier, vol. 26(4), pages 303-306.
    13. Paul M. Connell & Merrie Brucks & Jesper H. Nielsen, 2014. "How Childhood Advertising Exposure Can Create Biased Product Evaluations That Persist into Adulthood," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 119-134.
    14. P. B. Seetharaman, 2004. "Modeling Multiple Sources of State Dependence in Random Utility Models: A Distributed Lag Approach," Marketing Science, INFORMS, vol. 23(2), pages 263-271, April.
    15. Goodman, Steve & Remaud, Hervé, 2015. "Store choice: How understanding consumer choice of ‘where’ to shop may assist the small retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 118-124.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tomasz Zalega, 2024. "Buying Behaviour of Polish Urban Silver Singles: Choices of Market Products and Shopping Places," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 1, pages 34-59.
    2. 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).
    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).
    5. Philip Mecredy & Malcolm Wright & Pamela Feetham & Philip Stern, 2024. "Remembering less, or needing less? Age-related differences in the purchase funnel," Marketing Letters, Springer, vol. 35(2), pages 171-186, June.
    6. 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.
    7. Zhuang, Zheng-Yun & Chung, Cheng-Kung, 2024. "Dissecting the visiting willingness of driving visitors facing a retail market's dual-pricing policy for parking," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Robert Zniva & Wolfgang Weitzl, 2016. "It’s not how old you are but how you are old: A review on aging and consumer behavior," Management Review Quarterly, Springer, vol. 66(4), pages 267-297, December.
    2. Tianshi Li & Wenli Li & Yuqing Zhao & Jingpei Ma, 2023. "Rationality manipulation during consumer decision-making process: an analysis of Alibaba’s online shopping carnival," Electronic Commerce Research, Springer, vol. 23(1), pages 331-364, March.
    3. LAURENT, Gilles & LAMBERT-PANDRAUD, Raphaëlle, 2006. "Tell me which perfume you wear, I'll tell you how old you are: Modeling the Impact of Consumer age on Product choice," HEC Research Papers Series 848, HEC Paris.
    4. Philip Mecredy & Malcolm Wright & Pamela Feetham & Philip Stern, 2024. "Remembering less, or needing less? Age-related differences in the purchase funnel," Marketing Letters, Springer, vol. 35(2), pages 171-186, June.
    5. Justina GineikienÄ—, 2013. "Consumer Nostalgia Literature Review And An Alternative Measurement Perspective," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(2).
    6. Jacobs Martin, 2016. "Accounting for Changing Tastes: Approaches to Explaining Unstable Individual Preferences," Review of Economics, De Gruyter, vol. 67(2), pages 121-183, August.
    7. Bachmann, Frank & Walsh, Gianfranco & Hammes, Eva K., 2019. "Consumer perceptions of luxury brands: An owner-based perspective," European Management Journal, Elsevier, vol. 37(3), pages 287-298.
    8. Stanton, John L., 2011. "Advertising To The Older Consumer Becomes More Important," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(2), pages 5-15, June.
    9. Chaxel, Anne-Sophie & Wiggins, Catherine & Xie, Jieru, 2018. "The impact of a limited time perspective on information distortion," Organizational Behavior and Human Decision Processes, Elsevier, vol. 149(C), pages 35-46.
    10. Azeem, Muhammad Masood & Baker, Derek & Villano, Renato A. & Mounter, Stuart & Griffith, Garry, 2018. "Food shoppers’ share of wallet: A small city case in a changing competitive environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 119-130.
    11. Ambarish Chandra & Sumeet Gulati & James M. Sallee, 2017. "Who Loses when Prices are Negotiated? An Analysis of the New Car Market," Journal of Industrial Economics, Wiley Blackwell, vol. 65(2), pages 235-274, June.
    12. Noble, Stephanie M. & Schewe, Charles D. & Kuhr, Michelle, 2004. "Preferences in health care service and treatment: A generational perspective," Journal of Business Research, Elsevier, vol. 57(9), pages 1033-1041, September.
    13. Hajdas Monika & Radomska Joanna & Szpulak Aleksandra & Silva Susana C., 2022. "Don’t tell me stories – the narratives of retirement and their relation with brand associations," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(1), pages 17-32, March.
    14. Kuppelwieser, Volker G. & Sarstedt, Marko, 2014. "Exploring the influence of customers' time horizon perspectives on the satisfaction–loyalty link," Journal of Business Research, Elsevier, vol. 67(12), pages 2620-2627.
    15. Haenlein, Michael, 2013. "Social interactions in customer churn decisions: The impact of relationship directionality," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 236-248.
    16. Amatulli, Cesare & Guido, Gianluigi & Nataraajan, Rajan, 2015. "Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations," Journal of Business Research, Elsevier, vol. 68(9), pages 1945-1952.
    17. Torgler, Benno & Schneider, Friedrich & Schaltegger, Christoph A., 2007. "With or Against the People? The Impact of a Bottom-Up Approach on Tax Morale and the Shadow Economy," Berkeley Olin Program in Law & Economics, Working Paper Series qt6331x6vz, Berkeley Olin Program in Law & Economics.
    18. Christina Leuker & Thorsten Pachur & Ralph Hertwig & Timothy J. Pleskac, 2019. "Do people exploit risk–reward structures to simplify information processing in risky choice?," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 5(1), pages 76-94, August.
    19. Hinnosaar, Toomas, 2024. "Optimal sequential contests," Theoretical Economics, Econometric Society, vol. 19(1), January.
    20. Ranganathan, Kavitha & Lejarraga, Tomás, 2021. "Elicitation of risk preferences through satisficing," Journal of Behavioral and Experimental Finance, Elsevier, vol. 32(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919301262. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.